WILLS '-V D A H.Q1 'XJLLS!A'STRAL1A) UME-,ED A.C.N -.f*t4,)rj,)64q 8th. December 1993 Dr Rob Ferris British-American Tobacco Co. Limited Millbank. Knowle Green Staines -NET)DI ESEX TWI 9 1 DY Dear Rob. 0 Re: PHASF T* R & H ADVERTISING RESEARCH Enclosed is the final report on the qualicative assessment of the new creative executions for Benson & Hedges. In this research. "Bistro" emerged as Most successful in achieving the communications objectives. We expect to complete the fieldwork for the quantimEive study in mid-December. A running tally of the first 446 respondents (out of possibly 600) shows "Bistro" leading as well. But because "Trees A" is a close second. it would be interesting to see if the older (36-45) respondents, who we included in this phase, are influencing this result. We will send you a topline report on W/C 10th January 1994. Have you completed the research in Nigeria and Malaysia? It would be nice to compare their results with ours. Best regards. Tess U. -I C7- CD "wate Bag I -Maroubra NSW 2035 Australia Tel (02) 3441500 h% (02) 344 1188 WNN~vodftrk %N~scfieidDrt%v Nqewood NSW'--035 AustrafiA =4105%.faroubra %10 BATCo document for Legal Services : Health Canada 22 October 1999 CONFME?~MAL G557/C93 EVALUATING THE POTENTIAL FIFECT1VENESS OF THE BAT BENSON AND HEDGES ADVERTISING CONCEPTS FOR THE AUSTRALIAN MARKET 9 A Qualitative Research Report Prepared For WD & HO Wills (Australia) Limited December 1993 0 CHRIS ADAMS RESEARCH PTY LTD LEVEL 12, TOWN HALL HOUSE, 456 KENT STREET, SYDNEY TELEPHONE: 2673595 FACSIMILE: 2643450 Ln CD CD BATCo document for Legal Services : Health Canada 22 October 1999 MARKET RFSFARCH APPRAISAL B & H ADVERITSTNr. RESEARCH - PH ASE T QUA LrrAlfVFl BACKGROIND AND 0B.TFC-rIVF.1; This research report covers the first phase of the two-phase research prograrn for evaluating the new B & H creatives. T'he objectives of the research are: I) To determine the relative effectiveness of the five new B & H Sunburst Rectangle executions ("Basketball", "Bistro", "Cityscape", "Concert", "Tugglers") in terms of appealing to 25-35 year old smokers of international brands and their ability to project the core B & H attributes of quality, contemporaneity, golden mellow tasm, internationalism and energy/vitality. 2) To measure the effects and acceptability of the "Turn to Gold" line repositioning and new B & H typeface on the current "Trees" execution. The study is being conducted in Australia, Nigeria and Malaysia. Ten (10) focus group discussions were conducted in Sydney in October 1993 amongst male and female urban respondents, aged 25-35 years with ABCI socio-economic profile and whose main brands are B & H, Dunhill, Winfield and Peter Jackson. KEY FMINGS AND NEXT STEPS 1) Amongst the five new executions, "Bistro" emerged as most successful in appealing to the target market, projecting the core B & H image attributes and restoring smoker worth and brand worth - two values that are important to the Australian Market. 2) The repositioning of the "Turn to Gold" slogan is appropriate and more intrusive. The new ry rary .peface ("Trees C") also renders R & H more contempo youthful and approachable. On. the basis of the above, this study shows that "Bistro" is capable of achieving the communication objectives. However. we recommend waiting for the results of the Quantitative Study (Phase 2) amongst 600 respondents in Sydney and Melbourne to confirm these findings and ensure that "Bistro" is not potentially alienating to the older (over 35) B & H users. The combined learning from the two research phases should also provide directions for extending this execution. In addition. we recommend that prior*to adopting any execution in Australia. an impact test should be conducted to determine the degree of intrusiveness in this non-traditional media environment- T. Valenzuela 7/12/93 CD BATCo docurnent for Legal Services : Health Canada 22 October 1999 CONTENTS BACKGROUND 1. RESEARCH OBJECTIVES 2. RESEARCH'ZM=0DOLOGY 3. CONCLUSIONS AND RECOMMENDATIONS 5. DETAILED FINDINGS 21. A. EVOLVING AT7T=ES AND NEEDS 24 RELATION TO SMOKING 22. B. BISTRO 25. C. TREES (A, B and Q 32- D. JUGGLERS 40. F- CONCERT 45. P. CITYSCAPE so. le G. BASKETBALL 54. APPENDD( 37. C> c~ (M Cx., N) BATCo document for Legal Services : Health Canada 22 October 1999 1 BACKGROUND British American Tobacco Company (BAT), marketer of Benson & Hedges (B&H), has developed new advertising concepts intended for use in a number of international markets. Built around a pack graphic device (the sunburst rectangle), the communication is designed to revitalise the brand in a manner that appeals to 25-35 year old urban smokers of international cigarettes. WD & HO Wills (Australia) Limited, marketer of B&H in Australia, has been invited to assess the concepts locally and establish their capacity for effectiveness. In addition to five new subjects under consideration for the billboard/point-of-sale campaign, consumers' response to a new B&H typeface and their reaction to new placement of the T= to Gold proposition line was also to be assessed. Chris Adams Research Pty Ltd was commissioned to conduct a qualitative research study to that end. Given that the B&H commu- nication was to be tested in three countries, BAT sought some consistency in approach. Therefore a predetermined research format was utillsed. The detailed findings, conclusions and recommendations of the study are contained in this document. CD C7~ 0D BATCo document for Legal Services : Health Canada 22 October 1999 2 RESEARCH OBTECMVES The following objectives were set for the research: To explore the effect on communication of moving the Turn to Cold proposition line to the left-hand corner of the advertising subject. To explore the effect on communication of the new B&H typeface. To assess the strengths and weaknesses of five new subjects for the sunburst rectangle print advertising campaign, including the revised B&H typeface and the new Turn to Gold position. i- To determine the extent to which each subject communicates the B&H core attributes of quality, contemporaneity, golden mellow taste, internationalism and energy/vitality. To investigate the ability of the BAT concepts to project smoker worth and brand worth and their compatibility with emerging smoker attitudes and values. 0 L:- cz CI, BATCo document for Legal Services : Health Canada 22 October 1999 3 I RESEARCH M=ODOLOGY The qualitative group discussion technique was adopted for the research in view of its two-fold strength: Its breadth and depth of scope enables analysis of consumer responses at an important emotional as well as rational level. Its flexible format facilitates the use of stimulus input. 1. Grout) Structure Ten focus groups were conducted amongst the following segments of the target market. All were urban respondents aged 25-35 years, with ' an ABC1 socio-economic profile, whose main/preferred/most of,en cought cigarette was an international brand, viz: Two groups of male B&H smokers. Two groups of female B&H smokers. One group of male Winfield smokers. One group of female Winfield smokers. One group of male Peter Jackson smokers. One group of female Peter Jackson smokers. One group of male Dunhill smokers. One group of female Dunhill smokers. Ui CD CD CI% C0 CID un BATCo document for Legal Services : Health Canada 22 October 1999 4 2. Discussion Outlin The following discussion format was adopted for the research: Exposure to and evaluation of the three alternative Trees executions (A, B and Q in build-up process. Assessment of the Turn to Gold proposition line. Assessment of the new B&H typeface. Evaluation of the five new advertising concepts vis A vis Trees current (A) and Trees new (C). Likes/dislikes and positive/ negative aspects of each concept in terms of brand image communication. - Preference rankings according to B&H core brand attrib- utes. - Similarities /differences of new concepts' images with existing B&H image. - Ability of the concepts to project smoker worth. - Ability of the concepts to project brand worth. - Compatibility of the concepts with emerging smoker attitudes and values. - Most leveragable concept/ s and reasons why. I Stimulus Rut All eight concepts (three variations of Trees and five new subjects) were presented in print advertisement mock-up format (see Appen- dix). 4. Location The ten. focus groups were conducted at the inner-city offices of Chris Adams Research. The sessions were moderated and interpreted by senior Company analysts and the proceedings observed by Client executives. U11 CD CD Co <7\ BATCo document for Legal Services : Health Canada 22 October 1999 5 0 CONCT-UMNS AND RECOMMENDATIONS 0 (-n CD CD 0-1% CD Co --4 BATCo document for Legal Services : Health Canada 22 October 1999 6 CONCLUSIONS AND RECOMMENDATIONS 1. The target market's response to the BAT advertising concepts for Benson & Hedges (B&I-1) reveals one of these (Bistro) to effectively address the marketing objective, viz, to revitalise the brand in a manner that appeals to 25-35 year old urban smokers of international brands. Bistro also restores smoker worth and brand worth - two values of particular importance to the Australian market 2. Remaining concepts, however, are less successful. Jugglers, City- scape, Concert and Basketball, as well as the current Australian concept Trees, vary in their ability to communicate B&H's core attributes and are limited in their capacity to strike a responsive chord in consumers. On the basis of this research study, their potential to meaningfully leverage the brand is questionable. 3. That said, repositioning Turn to Gold in the upper left hand corner of the advertising executions is appropriate. So too the more prominent placement of the B&H name, in a new typeface, along the base of the executions: These modifications improve message registration. More intrusive, Turn to Gold serves as a call to action, an invitation to smokers to adopt the best cigarette. The more conspicuous brand name identifies the invitation as coming from B&H. With B&H advertis- ing recall seemingly low, it is imperative that both message and ownership thereof be mwdmised. The new typeface (Trees C) renders B&H more contem- porary, youthful and approachable, in line with the attitudes and needs of the 23-35 year old target market. In contrast, the traditional typeface (Trees B), albeit Un (Z. CD 0'% Co CD 00 BATCo document for Legal Services : Health Canada 22 October 1999 7 congruent with the B&H premium image, evokes an older, conservative, affluent smoker with whom young smokers cannot identify. The current copyline (Trees A) is so recessive that it falls to signal a cigarette brand, let alone flag down smokers (reflected in Trees' failure to be recalled or recognised). The bolder treatment of Turn to Gold, coupled with the new B&H block typeface, effects the communication a direct, unapologetic feel. That suits smokers of inter- national brands who are more assertive about their smoking habit and who wish to be recognised and accepted for who they are. 4. Analysis of consumer response to the BAT concepts reveals that, above all, smokers seek social acceptability. Banished as outcasts of the community, smokers wish to come out of the wilderness and be embraced in the fold. Critically, in making this appeal, smokers understand that the terms for re-admission have changed, that harmonious co-existence with non-smokers comes at a price. 5. Communication which demonstrates that B&H understands smokers' desire for belonging and acceptance - as well as enjoyment - strikes a responsive chord. Where it depicts smoking as an urbane social activity, part of an aspirational yet accessible cosmopolitan quality-of-life experience; and where it translates the core brand attributes into undiluted smoking pleasure which does not impinge on non-smokers, the B&H advertising opens a dialogue with the 25-35 year old target market. 6. Thus, it is when Turn to Gold translates as permission for 25-35 year old smokers to "savour the best cigarette in a socially desirable context" that the smoker worth and brand worth which is so critical to B&H's continued success in the Australian market is realised. It is CD C\ C.0 C__ Iz BATCo document for Legal Services : Health Canada 22 October 1999 8 a leveragable proposition because it reinstates smokers as legitimate and considerate members of the community and allows the brand to trade off the attendant values. 7. What is, in effect, a target market request for literal rather than symbolic solicitation by B&H, ratifies the smoker. That suits preferrers of international brands who are Assertive rather than Recessive in their attitudes and needs (see Research Reports G408, G431 and G493). Smokers of this ilk wish their habit affirmed rather than denied, they want realistic, direct, here-and-now overtures (read: acknowledgement and immediate gratification) rather than escapist images (read: deferred or restricted enjoyment for persona non-grata). 8. Positioning B&H as integral to a socially enjoyable experience also appears to be in tune with the emerging smoker attitudes and values identified by the Australian Social Monitor, where social pluralism, an improved self-image, a sense of control, and appreciation of the experiential and intangible are revealed to be important. 9. Bistro's universal popularity is testament to this. Ranked as the preferred concept by all segments of the target market, it approp- riately expresses and orders the core B&H attributes in an aspirational yet accessible quality-of-life context which is congruent with, indeed conducive to, smoking pleasure in a pluralistic society. As such, Bistro conveys both smoker and brand worth and emerges a positive and persuasive statement for B&H: Securing the highest scores on quality, contemporaneity and golden mellow taste, Bistro also conveys internationalism and energy/vitality (in the form of implied sociability) for B&I-L In so doing, the concept not only captures but correctly prioritises the core brand attributes, emphasising those that translate, for 25-35 C~- C) CIN C* I.Z C) BATCo document for Legal Services: Health Canada 22 October 1999 9 year old smokers, to an invitation to savour the best smoking experience. Brand worth is clearly established. The profusion of gold, the stylish setting and the upmarket props bespeak quality. A sense of brand confidence emanates from what is a simple, comprehensible and direct evocation - and thus affirmation - of a pleasurable smoking experience. Such a direct appeal to smokers distin- guishes B&H from other brands, which resort to symbolic, abstruse, escapist imagery, an approach which finds favour with Recessive rather than Assertive smokers. Bistro presents a strong case for smoker worth by its suggestion of social acceptability. Construed variously as a restaurant, bistro, bar, cafd or coffee shop, Bistro depicts one of the few places where a smoker feels comfortable in the company of others rather than a social outcast. The a5pirational user profile projected by the concept (a successful, trendy urbanite) endorses impressions of smoker worth. Bistro summons to mind a pleasurable smoking experience. A place of relaxation, a mellow mood, the glistening water and the positive association of food, alcohol or coffee with cigarettes, combine to evoke an enjoyable, satisfying smoke - one to be savoured. Importantly, the escapist overtones of the open doorway leading outdoors serve to reassure smokers that their habit will not adversely affect non-smokers. CD CI% BATCo document for Legal Services : Health Canada 22 October 1999 10 The concept thus invites consumers to savour the best; the best brand (gold), the best type of smoker (socially acceptable), and the best smoking experience (a golden mellow cigarette to savour). Set in a context which is emotionally and functionally desirable for 25-35 year old smokers (a classy, sociable environment in which people love - and are free - to smoke), B&H acquires personal relevance and appeal. 1C. Although Trees secures consumer acceptance, this should not be confused with leveragability. It captures some of the B&H core attributes but these are not expressed in a manner that is especially relevant for the 25-35 year old smoker: Trees' imagery is smoking-congruent. Relaxed, peace- ful and free of cares, a drive in the country is fitting symbolism for the escapist (read: stress-relief) motive that underpins smoking and the outdoor setting where smoking can be freely pursued. Consumer playback of quality and golden mellow taste as B&H core attributes via Trees reflects the concept's effectiveness at capturing smoking values. Contemporaneity, internationalism and vitaIity/energy are absent, however. In consequence, the target market of Trees is perceived as older, conservative and affluent establishment (the expensive car). It is neither relatable nor aspirational for 25-35 year old smokers in the '90s, who are experientially- rather than possession-oriented and who live for the present rather than striving for increasingly nebulous future success. Whilst a measure of youthfulness and modernity is injected by the repositioned Turn to Gold and the new B&H typeface (Trees Q, this has negligible impact. NO I BATCo document for Legal Services : Health Canada 22 October 1999 11 When juxtaposed with the new BAT advertising concepts, Trees' escapist imagery loses appeal. Indica- tive of a Recessive rather than Assertive smoker, the denial implicit in escapism undercuts the target market's desire for social acceptability and here-and- now smoking enjoyment. The soft, generic overtones of Trees also undercut a sense of confidence and distinc- tiveness for B&FL Thus, Trees realises neither the brand worth of which B&H is capable nor the smoker worth which the Asser- tive target market seeks. Acceptable as a statement for smoking pleasure but not particularly leveragable, the concept should not be pursued. 11. jugglers polarises people. It tends to attract the white collar, educated, lateral-thinking consumer but alienates the blue collar smoker, especially males: - Those for whom the Jugglers' image is relatable, comprehensible or aspirational interpret it as smoking- congruent. The open-air plaza and restaurant are evocative of smoking pleasure and social acceptability, the intriguing creative treatment indicative of a sophisticated brand and a discerning smoker. Those who reject the concept are deterred by its surreal feel. The two jugglers in the foreground and the pack graphic device in the background clutter and confuse the image, obstructing entry into the communication and rendering people uncomfortable with it. U1 C) CD C--) 1-0 U4 BATCo document for l,egal Services : Health Canada 22 October 1999 12 This divisive effect is an undesirable situation for B&H, one which recalls, for resistors, the intellectual elitism of the I Know campaign. In a climate where smoking is frowned upon, advertising which belittles the smoker through obfuscation exacerbates their sense of insecur- ity. For most respondents addressed in the research, Jugglers denies smoker worth. 0 Brand worth is also weak. Whilst internationalism, contemporaneity and vitality/energy are imparted, quality and golden mellow taste (the two key B&H attributes) are not. Esoteric and indirect, B&H emerges as less approachable, less honest and less confident via this advertising concept. The concept is an example of one whose youth and modernity renders the target market attentive but whose failure to express the B&H core attributes in unambiguous and smoker-congruent terms, with emphasis on the critical discriminators of quality and taste, undermines both brand and smoker worth. For that reason, Jugglers should not be adopted. 12. like Jugglers, Concert polarises the target market Whereas Jugglers found favour with roughly half of those addressed in the research, Concert wins appeal from only a small minority. Poor leveragability is attributable to the following factors: - Concert emphasises some brand attributes at the expense of others. Undeniably contemporary and implicitly vital/energetic and international, the concept is instantly seen as youth-congruent. Like Jugglers, however, Concert is weak on quality and golden mellow c:- CD C% BATCo document for Legal Services : Health Canada 22 October 1999 13 taste. Therewith, B&Hs point of distinction and call to action is nullified. Whilst music and smoking are allied (just as Bistro and smoking are), the imagery evoked by a live rock band is incompatible with consumer perceptions of B&H. Earthy, rough, loud and masculine, Concert evokes a working class brand not a classy one. Brand worth is thus conspicuous in its absence. Striking a responsive chord only in people linked to the music industry (.thus sociable for them), Concert lacks the mainstream appeal of Bistro. Consumer inability to identify with the advertising is compounded by the pack graphic device. Its confused, contrived, unconnected nature keeps people at bay and in so doing undercuts the sense of smoker worth (read: understanding) sought by the target market. Concert gives rise to an 18-24 year old rather than 25-35 year old consumer, one whose motive for smoking is less discriminating. Exercised on the grounds of peer group belonging or sheer force of habit, the Concert smoker is not believed to smoke for enjoyment nor for a brand's intrinsic values. 13. Consumer response to Cityscape indicates it to be inappropriate for the Australian market: - It is a brand statement not a smoker statement. B&H's core attributes are presented in corporate rather than consumer terms. Thus, whilst internationalism, contemporaneity, vitality/energy and quality are evident, Lr- cz CID 1-10 U-1 BATCo document for Legal Services : Health Canada 22 October 1999 their monolithic, depersonalised expression keeps the smoker at an emotional remove. From the perspective of the target market, Cityscape conjures up the problem that drives smoking rather than the benefit it provides. A traffic-congested (implicitly smog-filled) super-highway dwarfed by imposing office blocks is a vivid reminder of the urban stress the smoker seeks to escape. That escape is foiled, however, by the sheer distance of the journey (the long highway) and the destination (yet another city). Reflected in Cityscapes low rating on product - as opposed to brand - quality, and the virtual absence of golden mellow taste, its effect is to frustrate rather than reinforce a pleasurable smoking experience. Cityscape is a Recessive not Assertive approach to smoking. Like Trees, it utilises the concept of escape. With relief withheld, however, the smoker is left feel- ing like an outcast, in limbo and resentful. This negative impression is compounded by the threatening, non-relatable futuristic setting. In effect, Cityscape not only denies smoker worth, it disallows smoking. This, in turn, has ramifications for brand worth. Whilst a number of B&H core attributes are noted, as articulated in Cityscape they reflect a brand which lacks insight into and empathy for the target market. In consequence, consumers reject the overture. . (Ji cz-- CD [N-) C;-% c~D ,-.0 CY% I BATCo document for Legal Services: Health Canada 22 October 1999 15 14. Basketball elicits strong resistance. Renounced by all segments of the target market, the concept emerges as counter-productive. Negating - indeed thwarting - brand worth and smoker worth, it generates antipathy and should not be considered as a support vehicle for B&I-E Like Cityscape, Basketball is perceived to focus on the underlying motives for smoking (negative) rather than highlighting the benefits (positive). The stress of urban living, magnified by the ghetto image, are the very problems consumers seek to escape. As such the concept affronts them. The scenario is wholly at odds with the target market's perceptions of and predispositions to B&H. What is construed as a slum, an impoverished urban enclave, is the antithesis of the stylishness, class and sophistication associated with the brand. Not only is brand worth absent in Basketball, it is under threat. Smoker worth is similarly revoked. The under- privileged, claustrophobic environment is alienating instead of aspirational. Described as depressing, hope- less, hard-edged and desperate, it is milieu consumers neither know nor wish to know. Basketball impedes smoking enjoyment. There are no relaxation cues. To the contrary, the scene is oppressive and confined. The atmosphere is hot, dry and hard- edged. It leads to a desire for escape yet, like Cityscape, there is no respite. - Basketball also encroaches on ethical issues. It is perceived to target underage smokers - basketball- playing teenagers, street-wise kids who are urban ghetto U_ Cll cc ~.Q __4 BATCo document for Legal Services - Health Canada 22 October 1999 16 dwellers. It is also seen to subtly link sport and smoking. Neither is tolerated by the target market. So inappropriate are the brand, smoking and user values imparted by Basketball that consumers perceive it as incompatible with the cigarette market. The concept is dismissed as climbing on the bandwagon of the popular Nike, Reebok and Coke basketball genre. 15. The pack graphic device is not always noted in the BAT concepts. That said, its effect tends to be cumulative, increasing numbers of consumers becoming aware, with successive advertising concepts, that the "sunburst rectangle" is an abstract rendition of the B&H pack. Executed correctly, it has a positive role to play in the communication: The B&H pack graphic device infuses the advertising with gold. Not only is gold a B&H property, it is instrumental in conveying quality and golden mellow taste (the two critical B&H core attributes which translate to a positive smoking experience). Where the sunburst rectangle represents a doorway leading to an inviting, relaxing, expansive outdoor scene, permission to smoke - indeed permission to enjoy smoking - is enhanced. An open doorway symbolises the escapist role of smoking at both a func- tional (fresh air) and emotional (stress-relief) level. - Critically, where the doorway is in the background and leads off a foreground room in which smoking is socially acceptable (as in Bistro), permission to enjoy smoking is conveyed in appropriately Assertive (here U" CI, %_D CD BATCo document for Legal Services : Health Canada 22 October 1999 17 and now) rather than Recessive (smoke elsewhere) terms. The pack graphic device should only ever play a secondary role in the B&H advertising and fit naturally (read: realistically) into the scenario. This will preserve comprehensibility for the communication and in so doing ensure both smoker worth (understanding) and brand worth (approachability). Once recognised, the pack graphic device adds a thematic quality to the B&H campaign which renders it cohesive and increases consumer involvement with it. The cleverness of the integrated abstract pack effects B&H a sense of sophistication and originality and therewith heightens brand worth. It also reinforces smoker worth, for it is the discerning individual who can decode the elusive and abstract image. 16. Based an the research, it is Bistro alone which addresses the objectives set for the B&H advertising. The recommendation is that it be adopted. The remaining BAT concepts, as well as the current Australian Trees execution, should not be pursued. 17. It is Bistro's promise of sociability that is central to the concept's success: Sociability implies social acceptance and that, for Assertive Australian smokers, restores their sense of worth. Sociability also translates to smoking pleasure, the borrowed interest of socialisation enhancing impressions of product enjoyment. CD a,. Co %~0 %Io BATCo document for Legal Services : Health Canada 22 October 1999 is Sociability imparts brand worth, for it is. the confident brand which reinstates smokers as worthy members of the community (read: deserving of gold) in an environment where all other brands deny smoker existence. 18. ' In extending Bistro and defining parameters for future B&H advertising development, the following guidelines are offered: Assertive smokers want and need direct solicitation from B&H. This means literal rather than symbolic communication, realistic rather than stylised/fantasised settings, the promise of here-and-now rather than defer- red smoking enjoyment, a simple and direct dialogue and, above all, recognition of the smoker's desire for social acceptability (read: reinstate smoker worth). At the same time, B&H must acknowledge the escapist need that characterises all smokers (emotionally in the form of stress-relief, rationally in the form of smoking restrictions). To preserve the Assertive smoker's desire for social acceptance, however, the escape mechanism should be secondary in the B&H advertising and expressed as access to elsewhere (the outdoors, an open space, a holiday destination) from a smoking-congruent here-and-now situation (urban, indoors, social gathering place). - On the basis of the research, some of the B&H core attributes are more critical than others. It is both the expression and the emphasis accorded the brand values that determines consumer responsiveness to the communication. In essence, those values that impart CD BATCo document for Legal Services : Health Canada 22 October 1999 19 smoker worth should be stressed and those that convey brand worth should play a secondary role. Quality, golden mellow taste, contemporaneity and sociability (as a smoker-worth expression of energy/ vitality) combine to revitalise B&H in a manner that appeals to 25-35 year old urban smokers. International- ism is a brand value of lesser consequence given that, at this point in time, the target market is less interested in badging imagery than being re-embraced by the community. Quality is imparted by the profusion of gold and an aspirational yet accessible quality-of-life experience which is youth-congruent. In so doing, B&H's position as the brand of classless class is preserved and status values derive from enjoyment of the experiential, the intangible ('90s ethos) rather than the acquisition of possessions or the pursuit of an affluent lifestyle ('80s mentality). Communication of golden mellow taste is greatly enhanced when B&H is portrayed in a context where the brand can borrow from cigarette-associated activities (socialisation, food, coffee, alcohol, relaxation). In so doing, the advertising not merely provides permission to smoke but permission to savour the best cigarette. It renders B&H a want (leveragable) rather than a need (relatable). For the target market, contemporaneity means a cosmo- politan, sociable, smoking-congruent, quality-of-life experience, a place or occasion where 25-33 year olds can and wish to hang out in the knowledge that they will Un CD NJ 0-1- %10 CD BATCo document for Legal Services : Health Canada 22 October 1999 20 have a good time and the opportunity to savour a satisfying cigarette. Sociability is a potent and highly appropriate expression of energy/ vitality, one that taps into Assertive smokers' desire to regain social acceptance. Thus, advertising which depicts an urban gathering place where the smoker can feel free to enjoy his/her habit in the company of others, yet not encroach on non-smokers' freedom, restores smoker worth. Given the anti- smoking environment in Australia, sociabilitv can and should be implied (read: no people) and be supported by an offer of escape (for example, an outdoor setting or the B&H pack graphic device doubling as an open doorway leading outside). 19. Finally, in taking an assertive line of communication with the Assertive smokers of international brands, B&H becomes di5tin- guishable from (and stands to acquire leadership status amongst) the plethora of Recessive brands and the symbolic, escapist advertising that dominates the Australian cigarette market. is CD I CD NJ BATCo document for Legal Services : Health Canada 22 October 1999 21 DETAILED FINDINGS U11 CD, CD ON %~o C) LA BATCo document for Legal Services : Health Canada 22 October 1999 22 EVOLVLNG ATT=ES AND NEEDS IN RELATION TO SMLOI<3NG Before consumers were exposed to the BAT advertising concepts, their attitudes to smoking were briefly examined. This served to update information on the market and provide perspective for smokers' response to the B&H communication. Confirming earlier research (see Research Report G493), smokers continue to feel besieged and belittled. Persisting with what is considered a dirty and dangerous predilection, the risks of passive smoking transmuting their habit from a (merely) self-destructive one to a public health threat, smokers are condemned and restricted. Banned from smoking at work and on public transport, relegated to the less salubrious comers of restaurants, vilified by their children, smokers have become outcasts in their own community. Thus, guilt plagues the smoker. Aware of the hazards associated with smoking, yet enjoying - or unable to break - their habit, smokers have become highly sensitised to the rights of non-smokers. To that end, they seek out areas where smoking is unlikely to affect others (outside); before lighting up they check for non-smoking signs, they ask permission to smoke when in the company of non-smokers; cut down the number of cigarettes when with people who do not like smoking; and think often about quitting the habit. The smoking market is dynamic, however. With the passage of time, and tracked by research, smoker attitudes can be observed to be evolving. When first introduced, smoking restrictions were greeted with the anger symptomatic of a victimised minority. That was followed by a period of smokers' resignation to their lot, or fatalistic acceptance of their status as second class citizens. Now, smokers exhibit a desire to regain some standing in the community, to co-edst (Jl C~ C:) 0-N BATCo document for Legal Services : Health Canada 22 October 1999 23 with non-smokers in a manner that ensures neither encroaches on the rights of the other. This subtle but palpable shift in attitudes and needs can be observed at a number of levels: First, respondents addressed in the research articulated resentment at their inferior status and social isolation. Not that they were aggressive on the subject. Rather, there was a longing to be reinstated in the community on the understanding that the terms had changed. As they put it, smokers wished to "come out of the wilder- ness" and be re-embraced in the fold, to happily co-exist with non-smokers. - That appears to be particularly important for the Asser- tive smoker who, as found in previous research (see Research Reports G408 and G431) is less apologetic about smoking than Recessive smokers, who would deny their habit. Whilst not wishing to offend or harm others, Assertive smokers are open in declaring and enjoying their habit. In so doing, they desire to be accepted for who they are by non-smokers. Recessive smokers, on the other hand, are more prepared to compromise their habit by trading down to mild, cheap cigarettes and accommodating the demands of the non- smoker by smoking elsewhere. As will be detailed in the following chapters of this report, consumer response to the BAT concepts clearly indicates that sociability is the critical factor which differentiates the preferred communication approaches from those rejected. Whilst it is by no means the only proposition sought from B&H, when conveyed in terms (-,-l CD CD Ln BATCo document for Legal Services : Health Canada 22 October 1999 24 that are relevant and appealing to the 25-35 year old smoker, permission to smoke in a sociable context - rather than banishment outdoors - taps into the evolving attitudes and unfulfilled needs of the As5er- tive smokers addressed in this study. Of further interest, the emerging smoker attitudes and needs defined by the Australian Social Monitor would appear to confirm increased tolerance for variations of lifestyle in the community. On the subject of freedom of choice, 60% of people are of the opinion that sufficient has been done to discourage smoking and that consumers should now be able to decide for themselves. This could well be manifesting itself in diminished negative sentiments about smoking (in those areas so designated by the community) and, attendantly, encour- aged the smokers addressed in this research study to openly express their desire for (provisional) social acceptance. 0- c:) G\ %'ID CD Cr\ BATCo document for Legal Services : Health Canada 22 October 1999 25 B. BISTRO Consumer response to the Bistro concept was exceedingly positive. All of the ten focus groups addressed in this research study elected Bistro as the most appealing and persuasive advertising statement for Benson & Hedges (B&H). Capturing the smoking experience in singularly positive terms, Bistro consolidated the loyalty of current B&H users and struck a chord of identification in non-users. The recommendation is that the concept be adopted - and indeed extend- ed - for the Australian market. Bistro's capacity for leveragability with the target market derived from apt expression and appropriate prioritisation of the B&H core attributes. This evoked the smoker worth and brand worth necessary to empower B&H. That the attendant values were also in line with those isolated by the Australian 153-ocial Monitor affirmed the inherent validity of the communication concept: Bistro secured immediate smoker identification because it depicted the ideal smoking environment. What was variously described as a classy waterfront restaurant, bar, coffee shop or bistro was the typical social gathering place, convivial and relaxed, where the smoker could enjoy the company of others, good food and drink, and savour a satisfying cigarette. Thus, Bistro extended a warm welcome to smokers. A rare occurrence in the highly restricted Australian environment, the invita- tion to smoking pleasure was gratefully accepted by a target market starved of freedom and social acceptance. Not that other advertising overtures had gone unnoticed. What distinguished Bistro was that it open- ly propositioned the urban smoker by portraying a U_1 CD CD CD __J BATCo document for Legal Services : Health Canada 22 October 1999 26 cosmopolitan smoking scenario which offered belong- ing and acceptance. The realism of the restaurant setting, with its suggestion of immediate gratification, was an unexpected and much appreciated departure from the abstract, deferred-enjoyment and escapist style of communication that characterised most cigarette advertising. Symbolic imagery (the highly recalled B&H I Know campaign) and the invitation to enjoy a cigarette somewhere other than in an urban social environment (Longbeach, Peter Jackson, Stradbroke), rendered Bistro a refreshingly direct, simple and honest statement for here-and-now smoking pleasure. Smokers expressed relief that, at last, they were being recognised as real members of the community and, furthermore, important enough to solicit. In so doing, Bistro restored smoker worth. The concept's acknowledgement of smokers as important, its portrayal of the smoking situation as socially acceptable, and the smoking experience as highly enjoyable and high quality, struck a chord with international brand preferrers. These people were Assertive smokers, they enjoyed smoking and wanted their habit ratified. As such, they were readily distinguishable from Recessive smokers, people who preferred mild, value-for-money brands and escapist advertising imagery - in line with a habit they sought to deny. Bistro conveyed all five core B&H attributes. Moreover and importantly, these were expressed and ordered in such a way that the communication achieved the balance of smoker worth and brand worth so critical to the Australian market. U" CD CD CD CD BATCo document for Legal Services : Health Canada 22 October 1999 27 Quality was apparent. Gold infused the Bistro concept, this a B&H property and synonymous with class, style and affluence. Quality was also communicated by the appealing, upmarket venue with its tasteful, trendy interior and its exotic, expansive water aspect. It was a locale which evoked upwardly mobile urbanites seeking respite from a hard-working day or week. It was a place where the target market could and did imagine itself to be. Aspirational yet accessible, Bistro endorsed B&H as the brand of classless class and the smoker as someone of worth. Of significance, the quality of life offered by Bistro was experiential- rather than object-oriented. That was in line with the 25-35 year old smoker in the '90s, for whom doing rather than owning was a more realistic prospect, who favoured the accessible present rather than the elusive future, who sought to savour quality- of-life experiences rather than strive for an affluent lifestyle. With many in the target market from lower socio-economic backgrounds, and with the recession impacting both blue and white collar smokers, Bistro's definition of quality as experiential rather than acquisi- tive rendered it attainable and the brand approachable. Golden mellow taste was a primary consumer takeout from Bistro. Here, more than with any other concept, product - as opposed to brand or smoker - worth was established. Taste values were hei' htened by the 9 borrowed interest of food, drink and sociability- Smokers associated these with smoking pleasure, occas- ions when a cigarette was truly satisfying and could be savoured at leisure. Shot at sunset, the bistro scene reinforced impressions of golden mellow taste. The (.n CD CD %,0 CD 1~0 BATCo document for Legal Services : Health Canada 22 October 1999 28 golden light, the glistening water, the tranquil mood and the inviting tables and chairs created an atmosphere of relaxation and enjoyment synonymous with smok- ing. Noteworthy, permission to smoke was enhanced by the open doorway leading to the outdoors. It symbollsed an escape mechanism for smokers, at both a rational and emotional level. For smokers, the outdoors repre- sented a haven where they co , uld indulge their habit without offending others. Recognition of this by Bistro enabled smokers to rationalise that they could smoke outdoors or, if indoors, the breeze would sweep their smoke away. Smokers were intensely aware that their sensitivity to non-smoker needs (social pluralism) was the key to their own social acceptance. The open doorway also served as an emotional statement of escape. Leading to an expanse of water and leisure activities (the boat, the bike), the outdoor scene conveyed the stress-relief that underpinned the target market's motives for smoking. Critically, the escapist element was secondary in the Bistro communication (read: set in the background). That was appropriate and appealing for Assertive smokers who sought to permission to enjoy their habit indoors, here and now, and in the company of others (permission to do so provided by the foreground bistro scene). Contemporaneity was the third B&H attribute commu- nicated by Bistro. Achieved by way of the relatable, aspirational and accessible setting, the advertising concept presented B&H as in touch with the modern smoker's attitudes and needs. The fact that it was an 1.0 BATCo document for Legal Services : Health Canada 22 October 1999 29 urban environment - or rather, that the environment evoked an urbanite - contributed strongly to consumer impressions of Bistro as contemporary. Thus, it was lifestyle identification that constituted the yardstick by which young smokers judged B&H as a brand of today and a brand targeting them. Bistro was credited with an international feel. Partly a function of the concept's contemporaneity (the sophis- ticated lifestyle depicted had an international flavour), it was also shaped by impressions of the scene as faintly exotic. The Caribbean, Greece, Venice and the Whit- sundays were brought to mind by Bistro's cosmopolitan overtones. Yet internationalism was not a strong feature of the communication, and that was as it should be. Assertive smokers sought affirmation of their own worth and internationalism (read: badging) did not feature in that - social acceptance did. Smokers also wanted B&H's worth verified and whilst internationalism underscored the brand's status, it was a less meaningful attribute than quality - quality both in terms of the brand's image (gold, classless class) and in terms of the product's performance (golden mellow taste). When respondents were asked to rate Bistro on energy/ vitality, this brand attribute was held to be present but not powerful. Invited to define it, consumers drew energy/vitality impressions from the implied sociability and diverse activities conveyed by Bistro. When subse- quently assessed on sociability, Bistro scored exceedingly high, outranking all other BAT concepts. Thus, consumers indicated that, from a smoker point of view, CD \0 BATCo document for Legal Services : Health Canada 22 October 1999 30 sociability was a more relevant and appealing brand attribute for B&H than energy/vitality (the latter trans- lating to neither smoker nor brand worth but rather an advertising treatment). Sociability as a consumer-congruent expression of energy/vitality was central to Bistro's marked ability to strike a responsive chord in the 23-35 year old target market. Sociability meant social acceptance, that is, smokers' return to the community fold. Sociability meant enjoyment, the pursuit of pleasurable activities with others. Bistro depicted food, drink, conversation, boating, bicycling, swimming and walking as pastimes. Much to choose from and all of it relaxing. good fun and reward after hard work, it increased consumer impres- sions of B&H as a satisfying cigarette and a socially acceptable brand. Bistro appeared to be in tune with the emerging consumer attitudes and needs revealed by the Australian Social Monitor. The concept reflected the growing social pluralism in the community - smokers wishing to coexist with non-smokers in a way that was socially acceptable. Bistro, furthermore, dispensed with the traditional perception of B&H as 61itist in lifestyle and overt in material symbols (the still-lingering Stuart Wagstaff campaign When Only The Best Will Do), and redefined quality as appreciation of the experiential and the intangible. Cr\ %Io BATCo document for Legal Services : Health Canada 22 October 1999 31 I In granting smokers social acceptance, Bistro contributed to an improved sense of self and an increased sense of control. Bistro's here-and-now approach also tapped into smokers' desire to live for today rather than defer gratification till tomorrow (as per the escapist imagery offered by other brands). Whilst, on initial exposure, a small proportion of respondents labelled Bistro as yuppiedom, this was less a criticism than a state- ment of fact. It affirmed B&H's positioning as a quality brand, one aspirational for yet accessible to the upwardly mobile 25-35 year old smoker. This was confirmed in the all but universal approbation which Bistro ultimately secured. It was the only advertising concept to favourably predispose all segments of the target market to B&H. 0 i CD G-. %Io BATCo document for Legal Services : Health Canada 22 October 1999 32 C TREES W B and C) Trees secured general acceptance with the target market. It fell far short of the enthusiasm triggered by Bistro, however. Moreover, its capacity to win consumer endorsement was not an indication of its persuasiveness as much as its compatibility with smoking values. Trees' leveragability appeared questionable - regardless of the typeface or the Turn to Gold position. The recommendation is that this concept (currently operant in Australia) not be continued as art advertising statement for B&H. It were the following factors which enabled Trees to draw a measure of positive commentary from 25-35 year old smokers: - Trees offered the escapist imagery with which smokers were familiar as an advertising approach. Utilised prolifically by other brands (Alpine, Longbeach, Stradbroke, Peter Jackson), such imagery had become generic to the cigarette category and thus comfortable for consumers. Escapist.imagery was SmOking-congruent. In the case of Trees, a drive in the country symbolised the relaxed, pressure-free, peaceful mood that smokers sought from smoking. Outside, moreover, was one of the few places where smokers felt secure. It was the need for stress- relief and freedom that characterised smoking habits and thus the target market judged Trees product- relevant. - It was also brand-relevant. Certainly, quality was evident for B&H by way of the sunburst rectangle and the upmarket car. The former was generally recognised CD BATCo document for Legal Services : Health Canada 22 October 1999 33 as an abstract rendition of the B&H pack. Its very incongruence in the rustic scene arrested consumer attention and demanded interpretation. The graphic device was taken as a statement of quality for B&H. So too the car. What struck most respondents as an expen- sive marque (Porsche, Ferrari) underscored impressions of B&H as a prestigious, upmarket and sophisticated cigarette. That was in line with the target market's perceptions of the brand and affirmed that Trees projected quality as a core B&H attribute. Golden mellow taste was also held to be present. Deriving from the smoking values implicit in the escapist imagery and underscored by the golden mellow tone of the advertising, Trees imparted smoking enjoyment as a B&H benefit. Whilst neither as pointed nor as convincing as Bistro's evocation of golden mellow taste (there, food, drink and companionship secured the taste proposition added value), Trees did convey golden mellow taste as an attribute for B&H. Internationalism was latent in Trees. This brand attribute appeared to evolve from the concept's generic overtones, its effectiveness at encapsulating the familiar escapist imagery that symbolized the stress-relief motive for smoking. There was a timeless, universal, instantly understood quality to Trees which was deemed to cross cultural barriers as a statement for smoking pleasure. That the concept was inappropriate for the Australian market, however, was reflected in the following findings: - Trees did not address the target audience. It evoked an older (40+ years), conservative, affluent and establish- CD Un BATCo document for Legal Services : Health Canada 22 October 1999 34 ment smoker rather than a 25-35 year old urbanite. W-hilst that did not deter consumers per se, neither did it convince them to heed the communication in any other than a detached manner. Detractors criticised Trees as indicative of a traditional B&H not a progressive one. Successful, dlitist and interested in material wealth (the expensive car), this B&H smoker was one with whom few in the target market could personally identify. Although they might aspire to his position (Trees had a masculine skew given the car), it was a deferred, nebulous, possibly unattain- able future which cut across 25-35 year old smokers' desire to live in the here and now and enjoy quality of life in its less tangible, more experiential forms (h la Bistro). Contemporaneity was therefore absent. Smokers aged 25-35 years did not regard Trees' user profile or lifestyle as theirs. It was not youthful- It was not necessarily urban. It was not accessible. And it did not refleci their attitudes and needs. Rather than modern, Trees confirmed B&H as a traditional brand. Rather than presenting B&H as in touch with its young target market, Trees indicated the reverse. Technically speaking, vitality/energy were present in the form of the travelling car and the journey into the country. That gave a certain momentum to the advertising. It did little for the brand or the smoker, however. B&H remained entrenched rather than dyna- mic via Trees. And the B&H smoker was, perceived as comfortably inert and tradition-bound. Such impres- sions underscored Trees' lack of relevance for 25r-35 year 1~0 BATCo document for Legal Services : Health Canada 22 October 1999 35 old smokers for whom vitality/energy meant youth- fulness, activity, excitement, fun, modernity and sociability. When assessed against the alternative concepts in the BAT campaign, Trees was rejected by the majority of respondents for its escapist approach. Reflecting their Assertive status, 25-35 year old preferrers of inter- national cigarette brands demonstrated a greater rapport with urban images, here-and-now settings, and direct solicitation by B&H than the rural scene, symbolic style and future-oriented overture of Trees. The former ratified smoking. The latter deferred or denied it. Thus, consumers criticised Trees for consigning smokers to the country or confining them to the weekend - for those were the only occasions when the city dweller would take to the car and traverse the landscape depicted in Trees. It was an offer both resented and resisted by Assertive smokers, who wished to enjoy their cigarette now and in their own environ- ment. The loneliness implicit in Trees (the driver was on his own, perhaps his partner was with him), deterred the target market for whom smoking was a social activity and who thus gravitated towards urban images where gregarity and the attendant g0od times could be readily inferred. Smoker worth was thus withheld by Trees. The concept banished smokers to another world rather than, as was the case with Bistro, welcoming them back to the community fold. Whilst status characterised the B&H smoker in Trees, it was a '70s or '80s expression of success - this neither aspirational nor accessible for the _1%; BATCo document for Legal Services : Health Canada 22 October 1999 36 25-35 year old '90s consumer. From the target market's perspective, Trees did not understand the modern smoker. As such, it left them at an emotional remove. Mor was brand worth convincingly realised. Whilst quality was apparent (for reasons detailed above), B&ITs failure to communicate with Z5-35 year olds in their own language (assertive, approachable and youthful), rendered the brand uninvolving. Resorting to symbolism and promising escape suited the Recessive smoker who sought to deny his/her habit. Assertive smokers preferred the more literal, direct and honest approach adopted by B&H in Bistro, which translated to immediate smoking gratification and bespoke a confident brand - a brand which knew its own and smokers' worth. When the three Trees concepts were assessed in terms of the alternative B&H typefaces (current, traditional and new) and the new placement of the Turn to Gold proposition (to the upper left-hand corner of the advertising execution), it was evident that the new version (Trees 0 could and should be adopted - a finding subsequently confirmed when the new typeface and new Turn to Gold positioning, featured in each of the five new BAT executions, were accepted by respondents without a murmur: Enlarging the Turn to Gold copyline and repositioning it in the upper left-hand comer of the advertising concepts rendered it more intrusive. In so doing, message registration was strengthened, for Turn to Gold was immediately understood as a call to action by B&K Where in Trees A, Turn to Gold passed all but unnoticed, dominated by the seductive visual and the intrigue value of the sunburst rectangle, in Trees B and CD Co BATCo document for Legal Services : Health Canada 22 October 1999 37 Trees C, Turn to Gold effectively competed with the visual elements, catching the viewer's eye and there- with drawing his/her attention to the B&H proposition. Construed as an invitation to convert to B&H, to adopt the best brand, Turn to Gold was thought a succinct, apt and credible overture to smokers given B&H's owner- ship of "gold". People also appreciated the graphic play on the copyline which, literally, "turned" the corner of the execution- Positive commentary was additionally generated by the open B&H pack. This underscored the solicitous nature of the advertising and reinforced an approachable, friendly feel for the brand. Consumer response to the new typeface indicated that it, rather than the traditional (or the current) typeface should be adopted. Its bold, block style rendered the brand name more prominent. That was an important advance over the current (Trees A) treatment where both brand name and brand proposition were recessive and in consequence of which cut-through was low (there was no recall of the Trees campaign in any of the groups nor recognition of the execution on exposure). An obtrusive brand name was critical to identify the advertising as B&H and claim ownership of the message. In Trees C (and Trees U), the conspicuous typeface ensured that the enjoyable smoking experience on offer came from B&H. In Trees A it was. simply a generic statement. The new typeface, furthermore, possessed a contempo- rary, youthful and assertive feel, in line with the 25-35 year old target market. Intrusive and unapologetic, the new typeface was characterised by a presence which (ili C:7 C:) %,0 "0 BATCo document for Legal Services : Health Canada 22 October 1999 38 served the dual purpose of registering the brand name and imbuing B&H with an image of confidence. Thus, advertising effectiveness and brand worth were simul- taneously enhanced. Whilst the new typeface drew some criticism for being blatant, this should not be construed as indicative of its unsuitability. First, Trees' recessive (escapist) imagery and its traditional overtones were less compatible with lar the assertive, contemporary style of the new typeface. That said, it was the visual not the typeface that was out of step with the target market's needs (the visual evoked an older smoker, the typeface brought to mind a younger one). Second, some consumers preferred Trees A because the discreet brand call did not detract from what they deemed the more important component of the advertising - the beguiling visual. However, the failure of Trees A to cut through in the marketplace was ample evidence of its inappropriateness. The traditional typeface failed to strike an empathic chord in the target market. Whilst a proportion of respondents accorded it merit given its compatibility with their image of B&H (a traditional and upmarket brand), it was this very point which rendered the typeface unsuitable. The need was for B&H to project a contemporary, youthful and assertive image in order to reach 25-35 year old smokers. The new, not the tradi- tional, typeface achieved this. Ult CD CD CD BATCo document for Legal Services: Health Canada 22 October 1999 39 Whilst the repositioning of Turn to Gold and the new B&H typeface rendered Trees C more relevant for the target market than either Trees A or 13, that was insufficient to leverage the concept. In the final analysis, Trees fell short of revitallsing the brand in a manner- that was personally relevant for 25-35 year old urban smokers of international cigarettes. As such it should not be pursued. At the same time, the contemporaneity, assertiveness and youthful- ness of the new typeface and the new Turn to Gold placement proved a fitting endorsement of the brand and smoker values imparted by Bistro (the only BAT concept recommended for adoption). This affirmed the appropriateness of the new advertising treatment and leads to the recommendation that it be adopted. (1-1 C_D CD G\ ~10 BATCo document for Legal Services : Health Canada 22 October 1999 40 D. LUGGLERS Consumer response to the Jugglers concept indicated that it should not be pursued. Divisive in its effect, Jugglers impacted positively on the white collar, educated, lateral-thinking respondent. How- ever, it aLienated blue collar smokers, especially males. With the B&H target market comprising both of these consumer segments, advertising must bridge the attitudes and needs of each if the brand is to optfirdse its potential with Australian smokers. Those for whom Jugglers was meaningful (fewer than half the panelists addressed in the research), articulated a number of strengths for the communication: Like Bistro, it accorded permission to smoke - indeed permission to enjoy smoking - via an implicit promise of sociability. Here too, the setting was a restaurant or outdoor cafes, a gathering place where people grouped to partake in a meal, a cappuccino and a good conversa- tion. That, for smokers, was the ideal smoking environment - relaxed, convivial and shared. In so doing, Jugglers acknowledged smokers as part of the community and extended them an inviting place within it. That it was an open-air restaurant, a coffee shop set in a plaza, allowed smokers to accept the invitation. It meant the smoker could coexist, happily and guilt-free, with non-smokers - for his or her smoke would drift out of harm's way into the open air. Jugglers thus acceded to smokers' sensitivity about their position in a social context, enabling them to indulge their habit 'without impinging on the comfort of others. CD CD C\ --ID BATCo document for Legal Services : Health Canada 22 October 1999 41 Internationalism was a strong feature of jugglers. Many respondents, acceptors and rejectors of the concept alike, took the image to be European (Covent Garden, Rome, Amsterdam or France). Others saw it as The Rocks area in Sydney. Jugglers' cosmopolitan feel attracted the well-educated, well-travelled or aspiring respondent for whom the scenario was familiar and/or desirable. The prospect of travel was exciting, adventurous and enjoy- able - tapping into 23-35 year olds' desire for the experiential and appreciation of the intangible qualities of life. In winning their identification, Jugglers drew these people into the B&H communication whence they were both interested in and comfortable with the message. Travel was compatible with a pleasurable smoking experience. In so doing, Jugglers underscored B&H as a brand of international stature. That was less important to the target market, however, for badging requirements were very much secondary to their need for social acceptability. A proportion of panelists was attracted to Jugglers because of its slightly surreal overtones. The two men juggling in the foreground and the elusively abstract rendition of the B&H pack in the background effected the communication intrigue value and distinctiveness. For those inclined to interpret the advertising, and understand it, jugglers increased impressions of brand worth (enigmatic, original, sophisticated) and smoker worth (clever and discerning). Uli 011 NJ ~.A BATCo document for Legal Services : Health Canada 22 October 1999 42 All consumers saw jugglers as targeting 25-35 year old urban smokers of international brands. The cosmopol- itan setting and the communication's "arty/intellectual" tone of voice, evoked an active, educated, cultured individual. Jugglers' appeal was not only limited but centred on generic and added value issues more than the core B&H brand attributes. Whilst internationalism was quoted as a strength by preferrers of the concept, this did not translate to a leveragable benefit for B&H. Moreover and significantly, the majority of panelists rejected jugglers. The image lacked meaningfulness for most in the target market. Its surrealistic feel deterred them. The two jugglers in the foreground struck respondents as odd and incomprehensible. Whilst they could be explained as buskers, their dominant placement in- the advertising and their strange garb suggested they were more significant. Nor was the abstract rendition of the pack understood. For the more literal blue collar consumer, the graphic device's lack of realism rendered the adver- tising weird and irritating. - jugglers' effect on resistors was counter-productive. It 4-0 inadvertently belittled them. By denying the uncom- prehending entry into the advertising, Jugglers compounded smoker stress. As was found with the previous B&H 1. Know campaign, complex or confusing advertising alienated the smoker who, in an environ- ment characterised by rejection, sought affirmation and understanding from a cigarette brand. LI-1 CD CD rV 4--%. BATCo document for Legal Services : Health Canada 22 October 1999 43 In Jugglers, the two puzzling figures in the foreground and the inexplicable events in the background obfuscated the communication for at least half of the respondents addressed in the research. In so doing, Jugglers denied B&H brand worth (it was seen as Plitist and unapproachable) and smoker worth aacking insight and understanding). In terms of the five core B&H attributes, Jugglers conveyed internationalism, contemporaneity and vitality/energy. What was generally construed as an overseas or local tourist scene projected a cosmopolitan, social, dynamic atmosphere which facilitated registra- tion of these three core attributes. Thus, like Bistro, it was the sociability projected by Jugglers that shaped impressions of vitality/energy and gave it relevance for consumers. As noted above, for that reason Jugglers was seen to target the 25-35 year old smoker. That said, the two critical brand attributes - quality and golden mellow taste - were not strongly conveyed via this advertising concept... Quality was relatively weak given that Jugglers lacked the golden hue and upmarket props that symbollsed the class, style, sophistication and success synonymous with B&H. Impressions of golden mellow taste were dimin- ished by the fact that the smoking experience (read: people sitting in the outdoor cafLs) had been relegated to the background, the viewer's vicarious enjoyment obstructed by the curious jugglers, the incomprehensible pack graphic and the surreal feel of the communication overall. C1% I'D r%J V1 BATCo document for Legal Services : Health Canada 22 October 1999 44 In summary, Jugglers revealed capacity to impact the target market given its distinctiveness, intrigue value and youth congruence. However, failure to impart smoker worth and brand worth nullified its potential- Not only were the critical B&H attributes of quality and golden mellow taste tenuously expressed, Jugglers' enigmatic, oblique and dream-like imagery cut across Assertive smokers' desire for simple, straightforward affirmation of smoking enjoyment. Complex and contrived for most respondents, Jugglers disallowed what Bistro achieved with such success - an unambiguous invitation, to smokers, to savour the best by turning to B&H. 0 :N BATCo docurnent for Legal Services : Health Canada 22 October 1999 45 E. CONCE On the basis of the research, Concert is untenable as an advertising statement for B&H. Whilst a small segment of consumers reacted favourably to the communication, it did not appear to enhance their predispositions to the brand. By far the majority of panelists rejected the concept, unable to relate the proposition either to themselves or to the brand. The recommendation is that Concert not be pursued for the Australian market. Concert carved a number of impressions which shaped consumer resistance to it: The image was not one deemed compatible with B&H. A brand synonymous with quality, class, style and sophistication, B&H was an ill-fit with the rock and roll trappings depicted in Concert. Electric guitars, dr=s, microphones and sound equipmentset in what looked like a small, dark recording studio, evoked a rock band and attendant associations of hard-working, hard- drinking males pursuing a hedonistic lifestyle. This summoned to mind a cigarette brand wholly at odds with consumer beliefs about B&H. Via Concert, consumers envisaged a working-class brand, perhaps Winfield or even a roll-your-own. It was perceived as basic, earthy and unpretentious - the antithesis of the urbane elegance which B&H repre- sented. Consumer inability to reconcile Concert with B&H undermined their perceptions of the brand. Here, B&H was judged to be losing its integrity, borrowing interest off youth icons in order to grab a share of the youth market. No longer true to itself, B&H lost CD BATCo document for Legal Services : Health Canada 22 October 1999 46 identity, stature and brand worth in the eyes of the target market. Concert also denied smoker worth. The user profile projected by the advertising concept was unappealing for most respondents. Whilst relatable insofar as the target market frequented rock concerts, it was not an aspirational lifestyle (except for those actively engaged in or having a special interest for the music industry - for them it translated to sociability). Indeed, "musos" were condemned by most respondents as downmarket, out of control, indiscriminate "riff-raff". It was a user profile with which the majority neither could nor would identify. Furthermore, Concert did not evoke smoking pleasure. In the hands of musos, a cigarette became rough, strong and cheap. Quality and finesse were not prerequisites for smokers of this breed. Indeed, smoking itself was not judged central to the needs of these people. Music filled their lives and smoking was little more than an ancillary habit, exercised for reasons of peer group belonging (badging) rather than enjoyment of the cigarette's intrinsic worth. Loud music and heavy drinking swamped the smoking experience. In such a situation, brand choice was immaterial. Any cigarette - rather than the best - would do. Whilst youthful, Concert evoked an inappropriate age group. Instead of the more sophisticated, self-confident and successful 25-35 year old, Concert evoked a rebel- lious, inexperienced 18-24 year old. The communication was also held to have a marked male skew - not to mention a blue collar bias. That further distanced the CD N) 00 BATCo document for Legal Services : Health Canada 22 October 1999 47 target market from the message. The view was preva- lent that, via Concert, B&H did not understand 25-35 year old smokers and, for their part, smokers did not appreci- ate the B&H projected here. Of interest, when consumers felt unable to enter into the advertising scenario, their tolerance threshold for the abstract pack graphic diminished. Thus, just as had been the case for those who could not relate to Jugglers, Concert was criticised for sporting an incomprehensible and contrived background image. Described variously as Tienanmen Square, the Vietnam war, juvenile and obscure, the pack graphic treatment bore no relationship to the Concert scene in the foreground, exacerbating consumers' sense of remove from the communication. Rather than, as had been the case with Bistro, providing consumers with permission to escape (in line with their motives for smoking) the unconnected and incompre- hensible pack graphic treatment in Concert discouraged consumer entrde into the advertising and heightened their perceptions of B&H as dlitist and out of touch with its target market. Whether consumers did or did not understand the graphic device for what it was (an abstract rendition of the B&H pack), they were disin- clined to see it as clever or captivating because it lacked coherence (a recording studio would not be located on a beach), was not personally relevant (the banner-waving crowd held no meaning for respondents) and was not smoking-congruent (the bright sun"shining on dry sand created a hot, dry feel). (JII CD CD r\J %1ID BATCo document for Legal Services : Health Canada 22 October 1999 48 Concert conveyed some of the B&H core attributes at the expense of others. Contemporaneity, vitality/energy and internationalism were present. However, these obscured the more leveragable values of quality and golden mellow taste. In consequence, Concert did not serve as a call to action for the brand- Impressions of contemporaneity sprang from Concert's youth values. Attending a rock concert or listening to rock music was an undeniably modern, youthful and sociable pastime. It therewith brought B&H into the present for the target market. Vitality/energy were implicit in Concert. Loud, hard- driving and energetic in style, rock music evoked fun, parties, excitement and good times. The mood was electric, allve and gregarious. Internationalism could be inferred. Rock music was a global phenomenon. Rock bands were internationally recognised. They travelled the world and won fans in many countries. That was compatible with consumer perceptions of B&H as an international brand. For reasons already discussed, quality was not a takeout via Concert. The image advanced here was a far cry is from consumer perceptions of B&H as a premium brand. Denied not only by the rock music subject matter, quality was further diminished by the dark interior and the reduced presence of gold. Heavy black and flat yellow dominated consumer perceptions at the expense of the glistening gold - and thus premium quality - that permeated Bistro. U, CD \10 Q^I CD BATCo document for Legal Services : Health Canada 22 October 1999 49 For those same reasons, Concert did not carve impres- sions of golden mellow taste. The colours were uninspiring and gloomy, the atmosphere uninviting and oppressive. The abstract pack did not function as an escape mechanism for the smoker and the outside scene lacked the fresh, exhilarating feel associated with smoking. Golden mellow taste was also wanting because the user profile projected by Concert did not give rise to such a benefit. Perceived as downmarket and indiscriminate in their brand choice, musos were thought unlikely to stipulate golden mellow taste as a product quality. To the contrary, they evoked images of a strong, harsh, even an unfiltered cigarette. A proportion of consumers reacted favourably to Concert. Very much in the minority, these were smokers who felt a special affinity for rock music and/or the music industry lifestyle. As such, the advertising not only validated them but proffered a type of sociability that was particularly relevant and appealing to their lifestyle. Nonetheless, these people too perceived Concert as incongruent with B&H. That brought into question the advertising's persuasiveness. They, along with the majority of respondents, ultimately deemed Bistro a more appropriate and appealing statement for the brand. BATCo document for Legal Services - Health Canada 22 October 1999 50 I F. CTrYSCAPE Consumers rejected this advertising approach. Its negative overtones alienated them. Cityscape should not be adopted as a communication vehicle for B&H: Cityscape presented the problem that incited smoking rather than the solution it provided. The stylised, futuristic, urban setting in which an endless, car-lined freeway, dwarfed by monolithic office blocks, led to yet another congested cityscape reminded smokers from what they wished to escape rather than offering them the escape they sought. Accordingly, the concept' s effect was to alienate rather than entice the target market to B&H. - Smoker worth was conspicuous in its absence. Smok- ers felt rejected by Cityscape. This was neither a place where they could nor would smoke. Beset by problems (traffic congestion, pollution, office work, the daily, relentless grind), life in an urban envirorunent was pressured, depersonalised and joyless. Cityscape offered smokers no haven. To the contrary, it made them feel ill at ease, strangers in their own land. 40 This was a consequence not only of the concept's problem focus, but its failure to offer a solution. Escape was implied by the long road leading to the horiwn yet thwarted by the congested highway and the fact that the destination was another metropolis. Ln CD BATCo document for Legal Services : Health Canada 22 October 1999 si Beyond that, the futuristic, styIised treatment of City- scape effected it a foreign, faintly threatening feel. Evoking Robocop and Bladerunner, the slightly sci-fi image was cold, sterile and inhuman. It was not a place people wished to be, let alone one in which the smoker felt welcome. Cityscape was a lifeless place, the antithesis of the sociability smokers craved. A desolate concrete jungle with a hot, smoggy, stifling and harried atmosphere from which a column of cars fought to escape. Whilst consumers identified with the desire to get away, Cityscape reinforced smokers' self-perceptions as stress- ed. They could envisage smokers lighting up in the cars, but there was little enjoyment to be had from a cigarette in an environment unconducive to relaxation and devoid of relief. Although some respondents hypothesised that the B&H smoker was the driver of the lone, upmarket car, this brought little solace given the inhospitable setting. Brand worth was present in Cityscape. Shaped by the profusion of gold that pervaded the visual and the sleek, stylised high-rise buildings, such elements combined to give rise to a big, successful, corporate feel in line with consumer perceptions of B&H as a major, international brand. That said, it was brand worth expressed in corporate rather ihan consumer terms and as such did little to attract smokers who sought affirmation of their status and understanding of their rights. B&H, via Cityscape, was perceived a monolithic, unapproachable and detached brand concerned with its own image rather Lr C: G_% BATCo document for Legal Services :,Health Canada 22 October 1999 52 than smokers' worth. It did not offer the smoker refuge, did not even recognise his wants and needs. The stressful, uninhabitable scene possessed not a hint of smoking pleasure. Cityscape therewith denied the target market a reason to consider - let alone convert to - B&H. Four of the five core brand values were conveyed by the communication. However, their expression was not only inappropriate, the absence of the critical B&H attribute - golden mellow taste - nullified the advertis- ing's effectiveness as a call to action. Internationalism, contemporaneity, vitality/energy and quality were all evident. The hi-tech, dynamic, big business world portrayed in Cityscape facilitated these values. As rendered, however, they bespoke a corpor- ate view rather than expressed in terms which indicated understanding of the consumer. The lifestyle implicit in a city of this size and shape was relatable but nor appealing to smokers - indeed represented the ver-.r stresses from which they sought relief. Cityscape's greatest weakness was its inability to convev golden mellow taste for B&H. The alien, uninviting environment, its inappropriate emphasis on the need that underpinned smoking as opposed to the want for its benefits, precluded this core brand attribute. Unlike the symbolic smoking pleasure conveyed by Trees or Bistro's literal evocation of taste enjoyment, Cityscape made no reference at aU to the satisfaction obtained from a cigarette. Failure to do so meant consumers were given no reason to Turn to Gold. U-1 C." CD ON %10 BATCo document for Legal Services : Health Canada 22 October 1999 53 This was endorsed by respondents' impressions of Cityscape's target market, which they described as people other themselves. Upwardly mobile business execu- tives aged 30+ years, high-flying stockbrokers, trendy lawyefs and career-oriented men and women were envisioned. High income earners working their way up the corporate ladder, it was a user profile to which few of those addressed in the research could relate. These were status- and wealth-oriented individuals. They were driven by the need to succeed rather than a desire to enjoy themselves. Cityscape evoked an '80s attitude to quality, an acquisitive ethos no longer applic- able in the '90s. Respondents felt far greater affinity with the quality of life espoused in Bistro - accessible, experiential and enjoyable. 4-0 c7% ~_rΠBATCo document for Legal Services : Health Canada 22 October 1999 54 G. BASKETBALL As enthusiastical1v as people responded to Bistro, they vociferously cast Basketball aside. Without exception, consumers deemed the concept wholly inappropriate as a statement for smoking let alone a call to action for B&H. So censorious was the target market of this advertising approach that its effect stood to be counter-productive on their perceptions of and predispositions towards the brand. It should not be adopteck - As with Cityscape, Basketball focused on the underlying motives for smoking rather than highlighting the bene- fits of smoking. Thus, the thrust of the communication was negative instead of positive. Pursuing their habit in order to escape Iffe's pressures, desperate for social acceptance, beleaguered smokers expressed antipathy for an advertising image which provided neither. What respondents took as urban life at its worst - the urban ghetto - was instantly translated as a motive for smoking. Impoverished, claustrophobic, depressing and devoid of hope, life in an inner-city slum was so desperate that a cigarette represented one of the few opportunities for respite. Yet, like Cityscape, Basketball defied escape. Hot and hard-edged, oppressive and enclosed, the urban enclave trapped the viewer, forcing smokers to confront the constraints on their freedom rather than enjoy the prospect of escape. BATCo document for Legal Services : Health Canada 22 October 1999 55 Basketball was altogether incompatible with consumer perceptions of B&H. A ghetto existence was the converse of all that the brand stood for. Devoid of qual- ity, class, sophistication, style and success, the Basketball scenario evoked a commodity cigarette, a value brand, not a premium product with an aspirational image. Whilst a small proportion of consumers intellectualised that B&H could be employing reverse psychology in Basketball, by depicting a trendy inner-city loft or a yuppified pub in a working-class environment, it was an unconvincing argument which, like Concert, left impressions of B&H as calculated, contrived and untrue to itself. Thus brand worth was absent Smoker worth did not exist at all in Basketball. 7he ghetto life was not one to which consumers could relate let alone deem desirable. It was a demeaning existence with which no-one wished to be associated. Smoking pleasure was nowhere to behold. The claustrophobic, hot, dirty, urban environment negated entirely smokers' need for escape, freedom, open spaces and stress-relief. The concept evoked an underage smoker - the 15 year old urban ghetto kid for whom cool meant a cigarette and the American way of life (basketball, Reeboks and a baseball cap worn in reverse). Not only was such a user profile irrelevant for the 25-35 year old smoker, it was rejected on ethical grounds - B&H criticised for attempt- ing to seduce teenagers. (J- CD CD %~D (-N -J BATCo document for Legal Services : Health Canada 22 October 1999 56 Con tempo raneity, internationalism, vitality/energy were all present in Basketball. The American values (the ghetto, basketball), coupled with the current popularity and the dynamics of the sport, carved impres- sions of modernity, energy and internationalism for B&H. Quality and golden mellow taste, however, were notable in their absence. The two primary brand attributes necessary to effect B&H distinctiveness and leverag- ability in the marketplace, Basketball's failure to evoke either was instrumental in consumers rejecting the approach. F~om the target market's point of view, Basketball had no redeeming :~aatures- It did not capture smoking values. It did not effect B&H .and worth. It did not validate smokers' worth. It encroached on ethical issues (underage smoking, linking unhealthy smoking to healthy sport) - a notion which left the sensitfsed smoker feeling d!stinctly uncomfortable. Ever mindful of the anti-smoking move- =ent, smokers had no wish to associate with advertising which could be construed as insidious or indefensible in its intent. 0 %Ili Co BATCo document for Legal Services : Health Canada 22 October 1999 57 I APPENDIX 011 %10 BATCo document for Legal Services : Health Canada 22 October 1999 714 I - 77 - 7; - ~. I, . - 14? A i To. -, .4. , -.: 1, -71., , Iri-I .1 , ..,. , .. iaizl Ln At wv~ 1120" f Tr es A BATCo document for Legal Services : Health Canada 22 October 1999 -w- Io Xr, , . ;~ .. -- . IM, -Q, In, J 4 cr-- L Ti Trees 8 BATCo document for Legal Services : Health Canada 22 October 1999 -a I a gg a ~22~ M7 46 4 lk_ M t -jut. -A. - - i . : . 1 01 # "IE ~1 - 'F" * " . .7 . p . , -,dr f .. .4 Ali 0~ Trees C BATCo document for Legal Services : Health Canada 22 October 1999 Bistro 'GO' and 20 aM ra" W Whmxwap &70xm V p"'I ;WwrKM MWXRM SUM as AUWad& Wwq =Mw- am dmwa-dkw na wft~ Ad A MW at me Viww ?APJOT Quoury OEM- If MLCM at ow MMMUW asow and aw s@r~:* *W fto VWW 43V k4dw jacaway. =soft aw fta --wo 7r Is no dvmT ftEmn me. ?b. AIME, q sw Irnoo6w mww dI- by Vw Movenw of re Mumfoom T 1 :7 - "!r* - ~-, -w- -W- It mawd be wMw%MFbw MK V* mow it =Mwwy wwaff E-N' S-j 0, CAM"d W 4 ONE ~GOLD - -F, JuWem cia, MAIP cebft Moats hNi t6w pa =q-VL Ow i9a wome of jCUP197 b-'dkc Makwceq t&W WIM - ~$-- - I - .. IIMM I E N rz-S 0 I - U 0c -~D ~~b L-1 BATCo document for Legal Services: Health Canada 22 October 1999 le:1..."'. October 1993 7~ i, /* r- , " V # -0 ) . . i low 4- _Z Nip- 4 & HEDGES 777 CD citys"Pe Fhft ViSAW1111"Ift 90`0 MWOMMkIMAT &W QMWY Alf WO b?SFAL Th& 0 810 AMd MWV*~ Wifto tho Viludo is Wft I WWWft Me AMP swiftV fWVWW& tskmg V" "V ipw aft fWansufor f0prosefteadoo of do Pecit. rho jectift Is 00 eNY raffw two a dw come" and enwo it a svor4w towip, of vyawg ,d wry. 0 chance the Benson in March this vear. the 1-rand and ln;ur of Lev Wir.- at he 2cive"t"'o; ctrcixe k-M the ~rvle gn-up apprir4ched ass airland co Scn~,n & Heizes cvni~;.cncc in that Jrftars; on the pack. co a de%elor idels to cnove che ~rand Arni i tocul oinv,: lullfc14 were mre Ind clean cam-raign Aing -'rom the inicial -elccre-1 ~,r BSB to h,w .,nd rvpct~ce. rrez visual. in-Ime wich the niw. rr,.Ju,:,! Lnjulv. 3v -'-inc rht~. rhe l,r2nJ umur harm-zorv irrice-o-anJ to ~*nc cezhnic-il believe it Scir~ chcn%.%,;hit:vc their incnduce -in cner-av. viralirv .1nj 1-L,J in zhe Jc%cl.,j,?nenc goal 4 cncouna--inc a vtvn,_,cr conrernp,mrv feel. rhc -iturmp t~a rt:,hni.jtj%: which adult -inokvr to tak, a irtA 1-~ of Vilti.16 wl~ Al-t- Lirtx inil-Ull: .-f :I - JC 'hv i':L-J. wiciunit allenatinu. th.;. 'Wen: 'mr.1HC ;,.r .411 nxi,r.,; -;,ur r, K m.im, tine,l in i=. 17L 01% %_ 1-1 BATCo document for Legal Services : Health Canada 22 October 1999 Taking a fresh look ,W at Benson & Hedges Putting 2 gold= %wash, over the OLD top. This has he!pcd achieve the go2i oi making the advert look more iiesh and energeric. -whilsc recammg a goiden campatgn iteL 'I -uns: 'We are David expL corident that we have achieved what -we set out to do. We now have ,ave advernsemcnrs that gem-ate energy and Ve. while staying fitchiul to the ongirmL ide2L 'We have learne a lot from tzm 7:9 a voual which had many s=ng poutes. but have added significant elements such as vicalirv and kevuuss: he added. Ak The new cam=.gn wu rolle-d out in September. David sa4- 'In coric!usion. dus Concert 6 a very ftciftg phase for the, Mir YiSu.11 las a young and Oriarmc, 4900 And 18 laden WiT.1 JffV4:JPJff*4 A* Me fid"01MVP WfW the M9k brancL These new vtsual3 form part 1, oi an overall integrated marketing . Me ;moosa ana," at a remum With ftax immune 0010- Again -It@ lye is dra" toweras cria, omea Foomentarron of tair ciamment junbuist foctgnVio. mix and we genuinely believie dan Rocit music .1ras been c~ft~"n because It is Own dynamic we InternaidonrL and We brand gmun PlIfts with these cooLs at chew fingertips. Wromm"00"At Media as "d as to -10,M101" aw musk Prorpodam Goida" roams in our user markets will be able to .0 use -It's -,I.jI fai, encourage their consumers to mke a fresh Wk at Betson & MedM.;' 0 IL '(;(~A Baskeewl WA 7?*ssa M.4 serrra ?*way I&- efirworinivVirrecagmsWc the popularity of S&Mf sports hy M=7 c-citnes. H%~ity efmau=- me -s"a 4 I-n IMmIg of FF- Pr..wgr-Wft. -erza -~Uuitnztw Jmr=t me, eye .,mut A Ye- V~- B E- G~ E: .1 Zt. U-I BATCo document for Legal Services : Health Canada 22 October 1999