Examples of projects introducing “younger adult smoker” (YAS) product concepts
| Project name | Goal | Research |
|---|---|---|
| Source: industry documents.53–56 | ||
| XG | Overall product superiority to Marlboro among 18–24 year old males | Areas identified for improvement were smoothness and sweetness delivery |
| TSB (two-stage blend) | Provide “hidden” new/unconventional technology allowing manipulation of impact/perception | Separate blends at front and back end of cigarette; high initial impact with less harshness, “taste burnout” |
| FC/ QQ | Smooth, satisfying tobacco taste and a distinctly masculine/ individualistic brand image | Wide circumference cigarette (Camel Wides) |
| RU | Milder, smoother, lighter Camel Lights | Used G7-25 (DAP) reconstituted blend and “smoothness enhanced top dressing” (Camel Special Lights) |
| FAT (fresh after taste) | Fresh aftertaste to appeal to young/ new smokers | “Minty” taste achieved through subliminal levels of menthol |