Viceroy cigarettes

Lark Special Milds Packaging:
Interview of Japanese smokers

Reactions to Lark Special Milds in the Rounded-Edge Pack

Smoker Imagery

While the Lark brand as a whole was regarded as a brand «for men», many respondents viewed Lark Special Milds in the rounded-edge pack as a brand for «both men and women». Some respondents (mainly Lark smokers), however, saw the brand as one for «women only».
These women smokers were perceived to be:
- Hard working career women (LY, LM, CY)
- Women in the nightclub business/working at high class clubs (LM, CY, CM) (From «contemporary» image)
- Flashy women/girls who go to discos/women who like to go out (From «contemporary image») (LO, CM, CO)
- Stylish women (LY, LM)
- Average OL's (Minority) (LM)
- Strong-willed women (CY)
By age, Lark Special Milds was seen to be for relatively younger smokers in their 20's and 30's - roughly similar to smoker imagery for Lark Milds. A few also felt the Lark Special Mild smokers would include older persons who are concerned about their health.
The occupation and personality of the Lark Special Mild Smoker here tended to be similar to that associated with the Lark brand as a whole. However, this imagery was not as strongly masculine, and somewhat softer/smarter-looking than that associated with the Lark brand as a whole.

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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200 filtered cigarettes
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