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1 carton - 10 packs
200 filtered cigarettes
Box - Flip-Top
Tar - 8mg
Nicotine - 0.7mg
Made in Eastern Europe
Winston Lights Post-Launch Study – Philippines
Purpose
To measure the initial effectiveness of the Winston Lights launch program in terms of consumer awareness, usage and perception.
Conclusions
Winston Lights achieved initial brand and ad awareness levels of 87% and 52%, behind that of the long-established brands Marlboro (100/96%) and Camel Filters (97/69%). Since their launch, Winston Lights have attracted high levels of trial and purchase, particularly among young smokers (18-25), and have achieved a 4% main brand share. Recent use-age of Winston Lights has even outperformed that of Winston King Size and Camel. Incidence of purchase after trial was high, with the majority of trialists purchasing again. Furthermore, future purchase intent was also high, particularly among prime prospects. Winston Lights users tended to be younger (18-25) and in the higher SEC's (A/B). The majority of Winston Lights users came from Marlboro and, secondarily, Philip Morris franchises. The new SOA ads, especially the HOT version, were better recalled by the younger smokers, while older smokers tend to remember the old Winston King Size ads more often. As a lights extension, the brand was expected to be milder/smoother but with less full taste.
This Product was added to our catalogue on Friday, 26 December 2008.
