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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 12mg
Nicotine - 0.8mg
Made in Eastern Europe
Lark Special Milds Packaging:
Interview of Japanese smokers
Reactions to Lark Special Milds in the Square-shaped Pack
Product Imagery
Product imagery for Lark Special Milds in the square-shaped pack was almost the same as that evoked by the rounded-edge pack, which suggests that the rounded edges of the former had little if any effect on product imagery.
Once again, the majority felt that Lark Special Milds seemed likely to be lighter and lower in tar/nicotine than Lark Milds, but still retaining some of the characteristic flavor of Lark.
Comments regarding brand imagery are summarized below in the form of extracts from respondents' verbatim comments.
(Positive)
- «Light/low in tar and nicotine» (Majority) (All Segments)
- «Easy to smoke/mellow/good feel in mouth» (LY, LM, CM, CO)
- «A more sophisticated taste than Lark Mild» (LY, LO)
- «It is lighter, but the flavor and aroma is retained/Because «Special», it would not be just light but would also have taste» (LY, LM, LO)
(Neutral)
- «Because «Special Mild», would be lighter than Lark Milds» (Majority) (LY, LM, CM, CO)
- «Seems it would retain the distinctive features (kuse) of Lark» (CY, CM, CO)
- «Because it says «Special», it would contain vitamins or something» (LO)
(Negative)
- «Would be very light with not enough taste/would have a thin taste and aroma/Would be so light you wouldn't know if you were smoking or not/In terms of lightness would be about the same as Lark Super Lights, and wouldn't have much taste» (LY, LM, CY, 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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This Product was added to our catalogue on Wednesday, 24 December 2008.
