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       LUCKY S IKE Brand Concept
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       LUCKY STRIKE is positioned to appeal to
       independent young adult, male smokers of
       Marlboro, Camel, Winston and premium
       priced local full flavor brands who want
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       j,ucKy sTRIKE
       (D COMMUNICATION STRATEGY
       ML "The American (1-i9illal"
       ca Classical Consumer -Promotion via Brand PR and RayLij!2!qj.jme%-jy
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       Med i a promotion trade-channels Foundation
       to achieve: to get the to encotivage (.0 (701111111illicate.
       (D brand in sales at 110.", f,ij(.-ky Strike
       0 personal toilet) The -- American
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       consumer distrihiltioll
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       to create: activities A classical Awericaii
       * personal brand
       =r A a strong and  consumer
       clear hrand involvement. Lijcky Strike is not im-0
       0 profile in the a cigarette, it is a
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       the trend in design
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    LUCKY STRIKE
    Target Group
    Smokers:
    Young adult
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    - Male
    Living in urban/metropolitan areas
    6 -
    White collar
    - Opinion leaders in their social environment
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    BATCo document for Legal Services: Health Canada 20 October 1999

    




    Communication Platform LUCKY STRIKE
    Strateg e~
    gy to give the brand clear profile
    - Emphasis on the unique positioning
    * classical American brand
    great quality
    no "artificial" image-world
    t5
    appealing to the consumer~s logic,
    but generating an emotional impact
    from the interplay between the depicted
    pack and headline
    unmasking the fantasy-world, seen in
    the usual cigarette advertising elevates
    the campaign to a philosophy on life
    particular for younger people
    being the (genuine) origina
    not a mpv
    - in terms of brand image
    - in terms of advertising execution
    ~A
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    Communication Platform LUCKY STRIKE
    The brand lives form the suspense between
    its traditional/classical brand name and
    its unique/contemporary presentation.
    To keep Lucky Strike contemporary is
    the job of the advertising; to make
    the consumer aware of its tradition
    is the job of PR
    Get the opinion leaders because the
    smokers of Lucky Strike are the "best
    advertisement for the brand"
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    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    Smoker profile
    Age Education Big cities
    (< 30 y.) (middle (> 500.000)
    and high)
    Full Flayour
    total 37 3 7 I'D is
    Lucky Strike 73 11'a 7 0 ','1* 40 %
    Marlboro 55 40 % 15 %
    Camel -55 44 % 21 %
    Benson & Hedges 51 55 % 3 7 lo
    46
    ~--j
    CI.
    I-Z
    8ATCo document for Legal Services: Health Canada 20 October 1999

    




    LUCKY STRIKE in the German Market
    40
    3. Examples of print advertisin(y I
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    BATCo document for Legal Services: Health Canada 20 October 1999

    




    LUCKY STRIKE
    EXECUTION
    The varietv of the motifs which we are using
    transport ihe following aspects:
    fn
    - America
    Quality
    Self confidence
    - Emotions .
    The campaign is new and unique
    e~
    - creates a clear "world of Lucky Strike"
    in the minds of consumers
    - sets new standards fort'good advertising"
    46 The campaign achieves good awareness
    figures
    --11
    BATCo document for Legal Services: Health Canada 20 October 1999

    




    LUCKY STRIKE
    Research on the International Campaign
    1984 200 Interviews, qualitative impact
    test
    1986 70 Interviews, qualitative impact
    test
    1989 60 Interviews, qualitative impact
    test
    Summary of the results:
    Strengths:
    - Masculinity, independence and adventure
    - Easy to understand
    Weaknesses:
    Not different from usual cigarette
    advertising
    Not ver.y original, not special,
    t!p
    not innovative (close to Marlboro,
    Camel) ---- > nothing new
    Male clich6 not accepted
    - Arouses onlY little interest
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    Surnmarv
    - Luckv Strike is the most successful laun
    of a iree standing cigarette brand in the
    last 10 years.
    - The communication aives the band a cle
    profile
    * American
    * Focussina on the vouna creneration
    Z__ t5 6
    and for opinion leaders
    * in the right balance between rational
    and emotional items
    * unique
    Lucky Strike is seen today in Germany as
    ù a genuine and credible offer in the
    USIB segment
    ù the US-original in terms of product,
    brand image and advertising execution
    and not a mere copy of already existing
    positionings
    a living legend conveying the myth of
    a great brand (history, Humphrey Bogart,
    Raymond Loewy)
    BATCo document for Legal Services : Health Canada 20 October 1999