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PHILIP MORRIS U. S. A.
INTER - OFFICE CORRESPONDENCE
Richmond, Virginia
To:
Dr. Ed Gee
Date: April 26, 1990
From:
Page Callaham
Subject:
Virginia Slims Superslims Consumer Testing
C90-03220
SUMMARY
The current advertising for Virginia Slims Superslims (VSSS) did not get across the point that
this cigarette was a "low smoke" product. Smokers were primarily interested in trying VSSS
because friends smoked it, due to promotionals/coupons, and (to a lesser extent) the novelty
and attractive packaging. Of those who read or noticed that VSSS had "low smoke," this
benefit did not appear to have a major effect on consumer behavior. Reasons for lack of
switching related primarily to design differences (e.g., circumference, intensity) from their own
brand. They viewed the purpose of VSSS as a cigarette to appeal to female smokers rather than
a cigarette that offered reduced visible sidestream. "Low smoke" (not necessarily going as far
as a 70% reduction) was viewed as positive for the majority; however, one third of this
population did not think that this benefit was important. Of those who felt that it was a benefit,
they said low smoke might result in less criticism from nonsmoker, as opposed to positive
statements. They also perceived a low smoke cigarette--VSSS--as having less lingering odor.
Smokers would not switch categories (e.g., tar brand or circumference) or give up taste for this
benefit; they are more inclined to consider giving up taste for an odorless or at least a lighter
smelling cigarette. The low smoke of VSSS was attributed to the thinness of the cigarette.
They said the only way to increase the percent reduction of smoke would be to make VSSS
even thinner which did not interest them. Comments about VSSS self-extinguishing in the
ashtray--more of an annoyance than a problem-were heard more frequently in the focus groups
than in the one-on-one interviews. This may have been a result of group dynamics.
OBJECTIVE
Virginia Slims Superslims were nationally introduced the fourth quarter of 1989. The objective
of the Virginia Slims Superslims focus groups and one-on-one interviews was to assess female
smokers' awareness of the low visible smoke coming from the lit end of the VSSS and to
determine the salience of this characteristic.
2022156001
Source: https://www.industrydocuments.ucsf.edu/docs/fxxj0037

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