Sobranie cigarettes
Lark Special Milds Packaging:
Interview of Japanese smokers
Reactions to Lark Special Milds in the Rounded-Edge Pack
Brand Imagery
Overall, the rounded-edge pack evoked a «feminine», «lightly contemporary» image that heretofore has not been associated with the Lark brand. The pack also projected a «stylishly bright», «light» image that seemed somewhat stronger than the «bright», «light» imagery associated with Lark Milds.
Imagery evoked by Lark Special Milds in the rounded-edge pack can be broadly categorized into 3 broad categories, as follows:
1) Imagery unique to Lark Special Milds/imagery not currently associated with the Lark brand
Lark Special Milds in the rounded-edge pack evoked the following imagery, which heretofore has not been associated with the Lark brand:
- Feminine/soft or gentle/cute
- Contemporary/modern cool-looking
In both cases, this imagery stemmed primarily from the rounded edges on the pack. Specifically, respondents felt the rounded-edges conveyed a «soft» or «smallish» image that in turn fostered a «feminine», «soft», «cute» impression. The rounded edges were also seen to be «contemporary» in the sense that it matched the «trends of today» in design - more rounded automobile designs being cited as a specific example.
The majority of respondents exhibited a neutral attitude towards the above imagery. However, there were some who viewed it in a negative light.
Comments regarding brand imagery that heretofore has not been associated with the Lark brand are summarized below in the form of extracts from respondents' verbatim comments.
(Positive/Neutral)
«Feminine/pretty/gentle/soft» (LY, LM, LO, CY, CO)
«Cute (attractive in a «cute» way)» (LM, CM)
«Modern/contemporary/cool-looking/square things don't become popular/cars also becoming more rounded» (LY, LM, CY, CM)
(Negative)
«Woman-like/seems delicate and weak/don't get the masculine feeling of Lark/doesn't have that wild, aggressive sense of Lark» (LY, LO, CY, CM, CO)
«Seems like it's chasing after trends/air-headed trendiness (miihaa)» (LO, CY)
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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