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1 carton - 10 packs
200 Premium filtered cigarettes
Box - Paper-Case-Premium
Tar
Nicotine
Made in Eastern Europe
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Lark Special Milds Packaging:
Interview of Japanese smokers
Reactions to Lark Special Milds in the Rounded-Edge Pack
Product Imagery
Product imagery evoked by Lark Special Milds in the rounded-edge pack was as follows:
(Positive)
- Light/has low amount of tar and nicotine (All Segments)
- Would be easy to smoke/would lack the unusual characteristics (kuse) of foreign cigarettes/Would have a light and fresh taste/Would be mellow (LY, LM, CM, CO)
- Would have a sophisticated/refined taste (LM, LO)
- Would be of high quality/made from carefully selected leaves (LY, LM, CY, CM)
(Neutral)
- Would not be different from Lark or Lark Milds (LM, CY)
- Would have the flavor and aroma of Lark (LM, LO, CY, CM, CO)
(Negative)
- Would be too light/really light/only smoke (LO, CY, CM)
- By being lighter, would have thinner taste/Taste would be featureless or indistinct (LY, LO, CY)
The above imagery appeared to stem primarily from the large amount of white on the pack and the name, «Special Milds». The rounded-edges of the pack did not appear to much influence product imagery.
Many respondents imagined that Lark Special Milds would be lighter or lower in tar and nicotine than Lark Milds. Among these respondents, more than a few further felt that Lark Special Milds would still have flavor even if lighter, either because interpretations of the meaning of «special» (see below), or because of the feeling that since Lark has a «heavy» or «distinctive» taste, other products in the Lark line would also retain these particular taste characteristics.
Respondents were also asked what color they envisioned the filter would be. Roughly half felt it would most likely be white, mainly because 1) it seemed like a light cigarette, and 2) impressions from the large amount of white used on the pack. The remainder believed it would be brown, in the same manner as the other Lark products.
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 Thursday, 25 December 2008.
