Trussardi
Lark Special Milds Packaging:
Interview of Japanese smokers
Reactions to Lark Special Milds in the Square-shaped Pack
Reactions to the Package Design
The perceived predominance of white in the pack was felt to weaken the overall impact of the pack's appearance. Moreover, many perceived a resemblance to Lark Milds, and thus felt that the pack did not look especially new.
However, in a positive sense, the pack was felt to look «high class», «refined», «pretty», and «cool-looking», and to be in line with the Lark image.
Overall, more respondents were positive or neutral towards the pack than were those who were negative.
Comments:
(Positive)
«Seems high class/high status/refined/elaborate» (All segments)
«Pretty/cool-looking/smart-looking» (LY, LO, CY, CM)
«Simple/neat and streamlined/light and simple» (LY, LO, CO)
«Has a poised or sedate mood» (LM, CO)
- Because of vertical stripes
«Refreshing» (CO)
(Neutral)
«Resembles Lark Milds» (CY)
«Stylish/female-like» (LO)
(Negative)
«Effeminate/reserved and staid/looks sanitized» (LM, LO)
«Conservative/No different from the previous» (LY)
«Doesn't change the nouveau-riche image of the Lark brand» (CM)
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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