sample="quota" bates="516807622" isource="rjr" decade="1990" class="ni" date="19961025" October 25, 1996 To: E. C. Leary From: A. B. Phillips Re: American Spirit Awareness (BIAD #96-11105) Background/Purpose: Assessments of American Spirit awareness were made in January and September via Tracker tag-on to: provide baseline awareness measure of the competitive proposition (Jan). assess impact of national attention surrounding WINSTON's launch in Florida on American Spirit awareness (Sept). Key Findings: Overall, claimed awareness of American Spirit is quite low at 13% of smokers and showed no significant increase from January (13%) to September (13%). - Within age groups, the highest awareness is among 18-24 year old smokers and showed only a slight increase from Jan (18%) to Sept (23%). - Lowest awareness is among older smokers 50+ and showed no increase from Jan (9%) to Sept (9%). Awareness among males smokers (16%) is greater than among females (9%), with highest awareness among 18-24 year old males (31%). Implications/Next Steps: It does not appear that national attention surrounding WINSTON's launch in Florida has drawn increased awareness to American Spirit. Findings do however demonstrate a better than average chance for the WINSTON 'No Additives' proposition to penetrate the 21-24 smoker segment -- considering their increased awareness of this type of proposition. No additional tracking of American Spirit awareness is planned. cc: R. C. Pasterczyk, C. S. Nicholson, N. S. Saldiner, M. Lamphier, J. D.Weber, BIC