Liggett-Ducat
Lark Special Milds Packaging:
Interview of Japanese smokers
Reactions to the Names Lark Special Milds/Lark Smooth Milds
As few differences were evident in respondents' reactions to the name Lark Special Milds between Stages 1 and 2 the results of both stages have been combined in the following summary.
Many respondents were under the impression that the expression Special Milds was already widely used by manufacturers on cigarette brands when launching a mild brand extension or new milder cigarette. Perceptions of what the phrase implied were twofold:
** «The phrase emphasizes lightness» (All Groups)
* «It stresses mellowness/smoothness/gentleness/a good mouthfeel» (All Groups)
In addition, for many the word Special also implied taste, and a good quality blend of tobacco.
* «Special highlights the taste/it suggests it has depth in taste, and body» (LY, LM)
* «I think it points to good quality/premiumness» (LY, LO, CY)
When judged relative to other brands within the Lark family few respondents were able to draw a clear distinction between Lark Special Milds and Lark Super Lights from the names alone. Indeed, some even appeared to confuse these two brands, mistakenly identifying Lark Super Lights as Lark Super Milds or Lark Special Milds.
When respondents were exposed to the name Smooth Milds during Phase 2, many commented that the name seemed «new/novel» or interesting since they had never seen a name of this sort before. At the same, however, many were negative towards the name, primarily because of the combination of «smooth» and «mild» in the same name.
More specifically, the majority of respondents understood «smooth» to refer to taste characteristics, in particular throat impact.
«Would be easy to smoke»
«Would coolly slip down the throat»
«The smoke wouldn't catch in your throat»
Mild, on the other hand, tended to be regarded as a descriptor of the degree of lightness.
However, when the words are placed together on the pack, many respondents seemed to regard «smooth» as an adjective of «mild». As the two words were seen to be referring to two different aspects of the product, confusion resulted and many said they got «no image» of the cigarette.
Of the two names, respondents tended to prefer Special Milds to Smooth Milds, considering the former to be less original, but more appropriate as name for a cigarette and a brand in the Lark line.
Note:
LY - Lark smokers (Lark KS, Lark Milds and Lark Super Lights) aged 20 to 24
LM - Lark smokers (Lark KS, Lark Milds and Lark Super Lights) aged 25 to 29
LO - Lark smokers (Lark KS, Lark Milds and Lark Super Lights) aged 30 to 34
CY - Competitive brand smokers (Marlboro Red KS, Lucky Strike CF, Kent Milds, Kent Special Milds, Mild Seven, Mild Seven Lights, Seven Stars, Cabin Mild KS) aged 20 to 24
CM - Competitive brand smokers (Marlboro Red KS, Lucky Strike CF, Kent Milds, Merit Lights, Mild Seven, Mild Seven Lights, Caster Mild, Seven Stars, Cabin Mild KS) aged 25 to 29
CO - Competitive brand smokers (Kent Milds, Kent Special Milds, Merit Lights, Mild Seven, Mild Seven Lights, Caster Mild, Cabin Mild KS) aged 30 to 34
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