PROJECT ORION
MARKETING OBJECTIVE To pre-empt/avcid potential volume
decline from consumers pressed by
the uncomfort and distress caused
to non-smokers in social and work
environments.
BRAND POSITIONING An offer that provides mature, dis-
cerning adults with a low tar product
alternative that brings comfort and
reassurance to smoking in social/work
environments, whilst delivering good
taste and satisfaction.
TARGET CONSUMER Demographic - Middle class and upscale
smokers, 25 to 40 years old, predomi-
nantly male (70%).
Psychographic - The guilty smoker
obsessed with the pressures brought
upon himself by the negative impact
of his smoking upon others. Both
the socially insecure individual
highly sensitive to personal rejec-
tion provoked by his individual be-
haviour, and the self-conscious ma-
ture smoker genuinely concerned with
possible harm to others caused by his
actions.
C=@
NJ
BATCo document for Province of British Columbia 13 April 1999

PRODUCT ATTRIBUTES A conventional low-tar cigarette
that provides a well balanced, satis-
fying smoke, plus:
low sidestream smoke
reduced ash
reduced unpleasant aroma
CONSUMER PLATFORM
Copy Headline Keep your friends around and .....
SMOKE AT EASE
Copy Body With new ZENITH cigarettes you can
lay back and enjoy a good smoke,
puff by puff, without disturbing
your surroundings.
Only new ZENITH delivers the perfect
blend of advanced cigarette techno-
logy with low tar taste satisfaction.
A delightful atmosphere of pleasant
0@1 aroma with nearly visible smoke and
minimum ash residuals.
ZENITH K. S. F.
A new generation in smoking techno-
logy
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Ul
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BATCo document for Province of British Columbia 13 April 1999

PROJECT QUARTZ
MARKETING OBJECTIVE To capitalize on the potential down-
fall of the smoking habit as the only
means to achieve nicotine satisfaction
by presenting an alternative way, free
of Social/Health concerns.
BRAND POSITIONING A product that offers complete nicotine
satisfaction through a revolutionary
method of application, for hardcore
smokers desperate to quit the smoking
habit because of Health/Social pres-
sures.
TARGET CONSUMER Demographic - Middle and upscale smokers,
30 to 50 years old, both male and female.
Psychographic - Hypochondriacs and social
paranoic adults desperate to quit the
smoking habit.
BATCo document for Province of British Columbia 13 April 1999

PRODUCT ATTRIBUTES Small spray can with mouthpiece
that releases nicotine aerosol into
respiratory system.
COMMUNICATION PLATFORM
Copy Headline Forget about smoking ........
GO FOR A QUICKEEK
Copy Body How can you say no to cigarette
smoking and yes to nicotine?
Presenting : New QUICKEEK nicotine
aerosol. Instant personal relief
without the smoke, ash or odou
and with fresh mouth aftertaste.
NEW QUICKEEK!
No tar with nic, is what makes
the body kick.
C=)
LY1
BATCo document for Province of British Columbia 13 April 1999