"A brand that stands for serenity via tranquil/majestic settings will be perceived by younger adult smokers as contributing to their sense of well-being....A brand that stands for the joy, closeness, and sense of belonging of male/female relationships via intimate and/or romantic situations will be perceived by younger adult smokers as contributing to their sense of well-being....A brand that stands for the openness and sense of belonging of friendships via close, interpersonal situations will be perceived by younger adult smokers as contributing to their sense of well-being...A brand that stands for financial security via achievable wealth-oriented imagery will be perceived by younger adults as contributing to their sense of well-being..."So we see that RJR strove to encourage young adults to derive a sense of well-being, joy, closeness and serenity...from cigarettes -- a product which would ultimately addict and kill them.
PREMISE: A brand that helps provide the younger adult smoker with peace of mind and a sense of well-being by representing appealing forms of escape.
POSITIONING HYPOTHESIS: A brand that stands for serenity via tranquil/majestic settings will be perceived by younger adult smokers as contributing to their sense of well-being.
A brand that stands for the joy, closeness, and sense of belonging of male/female relationships via intimate and/or romantic situations will be perceived by younger adult smokers as contributing to their sense of well-being.
A brand that stands for the openness and sense of belonging of friendships via close, interpersonal situations will be perceived by younger adult smokers as contributing to their sense of well-being.
A brand that stands for financial security via achievable wealth-oriented imagery will be perceived by younger adults as contributing to their sense of well-being.
A brand that stands for good times and belonging via fun, group situations will be perceived by younger adult smokers as contributing to their sense of well-being.
...PROJECT YAX IDENTIFICATION REFLECTION
BENEFITS
Peace of mind
Fantasy pursuit
Dream of future
Analyze past
Problem solving
Why? What if? Who?
Self understanding
Thinks things through
Let mind wander
Mental preparedness
Quiet
Loneliness/Aloneness
Peace
Relaxation
Inner Strength, confidence, composure
Inner calm
POSITIONING HYPOTHESIS:
A brand that stands for mental preparedness and inner calm via scenes of goal-driven persons in solitary repose will be perceived by younger adult smokers as contributing to their sense of well-being.
BENEFITS
Thrills, risk, danger
Stimulation
Mental absorption/consumption
New Experiences
Challenges
Mindless/concentrating without thinking
Accomplishment
Escapism
Intoxication, high, adrenalin rush
Excitement
Freedom/Independence
Impetuous
Take it as it comes/planned
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