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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
Brand Imagery (cont'd)
The «stylish», «soft/gentle» imagery tended to stem from impressions conveyed by the gold lines and vertical gold stripes. The «bright», «simple», «refreshing» imagery, on the other hand, was mainly attributed to impressions conveyed by the extensive use of white on the pack.
Those negatives that were mentioned were not overly strong, and tended to be restricted to relatively older respondents.
Imagery evoked by Lark Special Milds in the square-shaped pack that was also associated with the Lark brand as a whole was as follows:
(Positive)
- Seems high class (LY, LM, LO, CY, CO)
- Refined/gentlemanly (LY, CM)
(Negative)
- Doesn't seem high class/seems cheap (LM, LO, CY, CM)
- Seems nouveau-riche/intentionally trying to be high class (CM)
Much of the above imagery appeared to stem from impressions conveyed by the white on the package, although the «high class», «refined», «stylish» and «soft» imagery was also attributed to impressions from the gold emblem (high class and refined), horizontal gold stripes, as well as thinner vertical pin-stripes.
Those respondents who commented that the product seemed «cheap» appeared to gain this impression partly from the white seal on the top of the pack, and perhaps partly from impressions from the use of gold on the pack in the sense that the gold was seen as a deliberate attempt to appear high class.
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 Tuesday, 13 January 2009.
