Ronson

Lark Special Milds Packaging:
Interview of Japanese smokers

Reactions to Lark Special Milds in the Square-shaped Pack

Brand Imagery

Unlike the rounded-edge pack, Lark Special Milds in a square-shaped pack did not evoke any imagery distinct from that currently associated with the Lark brand as a whole, or with Lark Milds in particular. This imagery tended to be the same in all respondent segments.
Imagery evoked by Lark Special Milds in the square-shaped pack that was also associated with Lark Milds was as follows:
(Positive)
- Stylish/cool-looking/pretty/smart-looking (Majority in All Segments)
- Clean and simple/simple (Majority in All Segments)
- Bright/buoyant (LY, LM, CY, CM)
- Soft/gentle (All Segments)
- Good that it resembles Lark Milds (Lark Smokers)
- For everybody/even those who wear blue jeans/would also suit women/seems average persons would smoke/wouldn't have that smell of foreign cigarettes (Many in LM, LO, CM)
(Neutral)
- Common/no different from Lark Milds (Competitive Brand Smokers)
 (Negative)
- Seems light/too light and plain/somehow lacking (LM, LO, CY, CM, CO)
- Makes weak or thin impression/featureless/commonplace (LO, CM, CO)

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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Ronson White

1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 8mg
Nicotine - 0.6mg
Made in Eastern Europe

6.10 €

Ronson Filter (Soft Packing)

1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 12mg
Nicotine - 0.8mg
Made in Eastern Europe

6.10 €

Ronson Filter

1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 12mg
Nicotine - 0.8mg
Made in Eastern Europe

6.10 €