LUCKY STRIKE
    SPONSORSHIP
    OBJECTIVES
    PROVIDE WORLDWIDE TV AND PRESS
    EXPOSURE
    PROVIDE INT'L PLATFORM FOR IN-MARKET
    EXPLOITATION AND CROSS-PROMOTIONAL
    OPPORTUNITIES
    * RATIONALE
    SUBz>iANTir'~LiNT'LTVAUDILcNCE(150MILL!ON)
    PARALLEL GROWTH IN PUBLIC INTEREST IN
    SPORT
    * TARGETED TO YOUNG ADULT MALES
    * NO DOMINANT SPONSOR IN SPORT
    * MAJORITY OF RACES HELD IN KEY LUCKY
    STRIKE MARKETS
    %0
    L~1j
    Co
    Co
    a,
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    SPONSORSHIP
    1993 KEY ACTIVITIES
    9 INITIATED RESEARCH PROGRAM
    BATCO QUANTITATIVE AWARENESS/
    IMAGE MONITORING (CHILE, HOLLAND,
    MALAYSIA, SPAIN) -- RESULTS PENDING
    B&W AWARENESS MONITORING
    (JAPAN/PARAGUAY INITIALLY) -- IN FIELD
    TV/PRESS EXPOSURE MONITORING IN 16
    KEY LS MARKETS (S.I.S.)
    0
    CD
    %0
    L-1~
    Co
    CD
    -1-4
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    SPONSORSHIP
    1993 KEY ACTIVITIES
    * 7V/PRESS EXPOSURE MONITORING (CONT'D)
    FIVE RACES  SIXTEEN COUNTRIES
    JAPAN (4/18) BELGIUM
    SPAIN (5/2) BRAZIL
    AUSTRIA (5/16) BULGARIA
    GERMANY (6/13) CHILE
    HOLLAND (6/26) CHINA
    cis
    -GERMANY
    HOLLAND
    INDONESIA
    ITALY
    JAPAN
    MALAYSIA
    PARAGUAY
    SINGAPORE
    SPAIN
    SWITZERLAND
    (.1-J
    c:)
    Co
    Co
    CC)
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    SPONSORSHIP
    1993 KEY ACTIVITIES
    * TV/PRESS EXPOSURE MONITORING (CONT'D)
    KEY RESULTS Q RACES)
    TVEXPOSURE LUCKY
    STRIKE MARLBORO ROTHMANS
    MINUTES 330 482 231
    SHARE 4.8 6.9 3.3
    AD VALUE S1.9 $3.9 $1.4
    PRESS EXPOSURE
    VERBAL 244 222 153
    PHOTOS 357 425 116
    AD VALUE S1.4 $2.0 $1.4
    TOTAL TV/PRESS VALUE S3.3 $5.9 $2.8
    0
    (-4
    CD
    L4
    Un
    %0
    (A
    Co
    CC)
    N10
    BATCo document for Legal Services : Health Canada 20 October 1999

    




       0
       0
       0
       LUCKY STRIKE
       0 1
       r+ SPONSORSHIP
       Ep
       11 TV/PRESS EXPOSURE MONITORING.(CONT'D)
       r KEY RESULTS Q RACES)
       (D
       cc
       so
       KEY SOURCESOF EXPOSURE
       cn 30
       25
       X
       =r
       t5i, 104 1.34
       4.062 ~mrvmwl "d,
       F M F MTV 15
       Q15 2.298
       rM :
       0 4.138
       U 10
       1. 121
       Z. e14
       0
       0
       0
       (D 0
       LUCKY STRIKE MARLBORO  ROTHMANS
       RACK SIGNAGE BIKE UNIFORM OTHE
       co
       06H6S202

       


    LUCKY STRIKE
    SPONSORSHIP
    1993 KEY ACTIVITIES
    INCREASED TV EXPOSURE
    ù INCREASED TRACK SIGNAGE (5 TRACKS - BATCO
    FUNDED)
    ù VIDEOVISION FEATURE STORIES (SYNDICATION)
    ù TV COMMERCIAL
    ù TRACKANNOUNCMENTS
    ù EUROPE DORNA TV DEAL
    * SUZUKI 500cc CONTRACT RENEWED FOR'94-'95
    * IMPROVE USER MARKET EXPLOITATION
    e NOVEMBER WORKSHOPS
    9 NEED UPPER MANAGEMENT PUSH
    C)
    L.r.4
    Ln
    1-0
    cc
    -10
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    SPONSORSHIP
    1993 KEY ACTIVITIES
    * 500cc WORLD CHAMPIONSHIP
    NOW - FEBIMAR 191-14
    VICTORY ADS (BSB)
    15/30 SEC. TV SPOT - "CELEBRATIONS" (GREY)
    1-2 MINUTE"WE ARE THE CHAMPIONS" TV SPOT
    (DORNA SYNDICATION)
    6-7 MINUTE CHAMPIONSHIP FEATURE STORY
    (VIDEOVISION)
    CHAMPIONSHIP AWARDS BANQUET IN NOVEMBER
    SUZUKI DEALERS CHAMPIONSHIP MATERIALS
    PACKAGE
    CHAMPIONSHIP MERCHANDISE (GPP)
    CHAMPIONSHIP THEME IN ALL BTL ACTIVITIES
    AFTER FEB/MAR 1994
    LEVERAGE CHAMPIONSHIP STATUS IN ALL
    EXPLOITATION ACTIVITIES (NOT NEW NEWS)
    C)
    LP-J
    ~-n
    ~.0
    L'Il
    CD
    -.0
    r'li
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    SPONSORSHIP
    1993 CENTRAL BUDGET
    (MILLION $'S)
    AUTHORIZED ESTIMATE
    SUZUKI CONTRACT $6.9 $6.9
    SDC CONTRACT 0.9 0.0
    VIDEOVISION FEATURES/TRACK
    ANNOUNCEMENTS 0.4 0.4
    TRACK SIGNAGE o.2 o.2
    OTHER 0.5 0.8*
    OTAL $8.9 $9.2
    +0.3
    *WORLD TOUR/SUZUKI MATLS $0.1
    TV RIGHTS FEES 0.1
    AWARDS BANQUET 0.1
    (0.1 FROM BARCLAY) $0.3
    0
    tA
    C)
    N-0
    U4
    co
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    SPONSORSHIP
    1994 KEY PLANS
    * 2 BIKE 500oc TEAM (SCHWANTZ/BARROS)
    ù CONTINUE RESEARCH PROGRAM
    ù CONTINUE FEATURE STORIES/TRACK ANNOUNCEMENTS
    ù NEW 15/30 SEC. TV COMMERCIAL (WITH BATCO)
    ù DORNA RIGHTS PACKAGE
    SIGNAGE AT 8 TRACKS (5-BATCO, 2-B&W, I-SOUZA
    CRUZ?)
    MERCHANDISING RIGHTS
    TV RIGHTS - EUROPE, SOUTH AMERICA SATELLITE
    FEED (FUNDED BY MARKETS)
    ENTERTAINMENT VIDEO (MTV)
    ù NEW BIKE/LEATHERS DESIGN TO IMPROVE BRAND
    EXPOSURE
    LEVERAGE CHAMPIONSHIP STATUS IN AL
    ACTIVITIES
    CHAMPIONSHIP LOGO
    IMPROVE SUZUKI COLLABORATION
    DEALERS CP4
    REPLICA BIKE PROGRAM V1
    NO
    C.-I
    Co
    -10
    _9~_
    BATCo document for Legal Services : Health Canada 20 October 1999

    




    LUCKY STRIKE
    SPONSORSHIP
    1994 CENTRAL BUDGET
    (MILLION S'S1
    SUZUKICONTRACT $6.8
    SDC CONTRACT 1.0
    FEATURE STORIESITRACK
    ANNOUNCEMENTS 0.4
    TRACK SIGNAGE 0.5
    TV COMMERCIAL 0.1
    OTHER 0.6
    TOTAL $9.4
    0
    (A
    CD
    L.p4
    (-n
    ~10
    L4
    Co
    ~1.0
    Ul
    BATCo document for Legal Services : Health Canada 20 October 1999

    




       0
       0
       CL
       0
       The Luctcy Strike sponsorsilip is relevantan(I 1jigI,
       CD P 1*0 rf
       r, *le atnOng Outs target Consumers.
       (0
       CO)
       SPOntflneo"S awareness of events
       CD
       Age Age
       Motorbike racing/Motorbikes Total 18-24 25-3Q
       38% 38%
       W Formula I GP 39%
       29% 31% 26%
       0 Music concerts 30% 33% 26%
       Football
       31% 29% 33%
       Car racing/Cars
       CL 24% 24% 24%
       0
       0
       P-IL
       0 -Smirre: HAT(-'O StIlIly
       Cr
       (D
       96826S202

       


       0
       CL
       0
       s
       rip,
       -% Lucky Strike is the brand with the best awarenes
       0
       motorcycle GP racing.
       M
       Cn TotaI awareness companies
       CD
       Z sponsorinz m Lt~
       Lucky Strike Other Brand
       0 Tota smokers mokers
       SMOK-Ulz)
       Lucky Strike 92% 93% 92%
       Marlboro 87% 87% 87%
       =r
       0 Michelin 64% 60% 66%
       A)
       Rothmans 62% 61% 62%
       2)
       CL Dunlop 58% 58% 58%
       0
       0 Source: BATCO Sponsorship Tracking Sludy
       0
       Cr
       (D
       Z6926S202

       


       >
       0
       0
       CL
       0
       the b
       r+ Kevin Schwantz is est known GP rider, even
       ~l
       I before his 1993 championship victory.
       Q
       Spontaneous awareness GP
       Lucky Strike Other Brand
       Total smokers smokers
       3: Kevin Schwantz 32% 26% 36%
       (D
       Wayne Rainey 29% 27% '3 0 %
       =r Michael Deohan 16% 13% 19%
       0
       to John Kocinski 15% 9% 19%
       CL
       0
       0 Source: BATCO Sponsorship TracUing S(mly
       PIL
       0
       Cr
       (0
       (D
       26H6S~H

       


    There is a good iniage fit between Lucky Strike
    target brand attributes and the iniage of CP
    motorcycle racing.
    1-11)
    Lucky Strike iniage Spain
    Masculine Feminine
    YoungerJ
    Older
    Modern, -Traditional
    High qualfty -Low quality
    Casual - Form al
    International - Local
    Fun -Serious
    Prest.igiousl
    C; Ordinary
    .mericain values
    I me,can valu-
    No A. n
    Advenrurous
    Freedom J Unadventurous
    I No Freedom
    Self confident-'
    Not self confident
    Image appeals
    Image is unappealir
    7
    TOW Me image 0: image LS; others 1: image LS;ochers
    0: image I.S. LS smokers 1: image LS; LS smokers
    (_J4
    C)
    LN
    Source: BATCO Sponsorship Tracking S(udy Ln
    co
    \0
    BATCo document for Legal Services: Health Canada 20 October 1999

    




    Initial research evidence indicates that the
    Lucky Strike sponsorship is d riving the brand
    towards its target iniage.
    1_5
    Lucky Strike ima4, ge Indonesia
    Old
    Rq DOINES [A LS O-WAVE
    ~iLXESIA LS I-WAVE
    UqDONT~SIA NIC
    * Amer-can values
    0.5 Modern
    MascuLine Fun loving Local
    , Low quality
    Advemurous Casual IMagCd=13'ta9PCa1
    0 Prestigious
    Freedom 'a Image aweals
    Ifigb quality Trad:dorzal
    Self~nfid=
    Fo. -.121 International Young
    -0.5
    Feminine .
    Serious No Amencan, values
    -1.5 -0,5 0 5 1 1.5
    ~J4
    (_n
    Source: BATCO Sponsorship Tracking Study
    CD
    4=~
    BATCo document for Legal Services : Health Canada 20 October 1999