sample="quota" bates="507402666" isource="rjr" decade="1990" class="ui" date="19900000" RJR CONFIDENTIAL. Declassification. Project TF Ideas Product based first- can be YAS t_s__litas a top spin (fun, lighthearted) , not tongue in cheek * POS item that releases aroma (push button or automatic) * OOH spectacular with mocing head that smells smoke *Tie-in with Breathsavers that leverages a fresh aftertaste * Make-up kit that leverages pack colors * Leverage the fact that males willlike female smokers that smoke TF: - Coupon in male magazines; buy a pack for your girlfriend - Male operators with 1-800 phone numbers giving away T-Shirts * Sctach 'n lick in magazines to leverage aftertaste (kiss girl's mouth in ad) * Make CHELSEA girlfriend of Old Joe (CAMEL) how do you overcome peer pressure! * Have attractive younger adult males sampling TF (rather than females): - Natural dress * Put aroma on all coupons and/or ads * Create ad where Marlboro aroma smells like horse; CHELSEA smells good * Create ad with "Name that Smell" -- identify CHELSEA aroma. If you don't know, go to store * Call 1-800, send flowers to boyfriend/girlfriend * We also tried to draw a distinction between CHELSEA women and Virginia Slims. While we have not dwelled on this before, it will be important to accomplish this in market. CHELSEA Versus Virginia Slims Woman pre-advertising teasers >product based approve creative prior to 1/23 Not upscale Caring Comfortable with femininity Fun Not overtly feminine Not afraid to look like a sex object Less agressive Younger Lower income Sense of style is less sophisticated CHELSEA Versus VIrginia Slims Woman (Cont'd) Defines herself without being defined -Virginia Slims clothes create the woman - CHELSEA chooses clothes to express herself Concerned with what she wants to be, not what she should be Looking for lighthearted fun Femininity of the 80's -- not Virginia Slims Goes to concerts Capri is 80's version of Virginia Slims (but equally as out of touch) Not shallow -- more common sense Sure of herself Not superficial/hollow