Brand Intel Audit

September 2011 | Confidential
brand intelligence audit
27 April to 27 May 2011

This social media audit has been prepared by Label.CH and FutureWorks. The
audit is a comprehensive study comparing JTI‟s house brand, Winston, against
six of its competitor brands (Marlboro, Chesterfield, Kent, Lucky Strike, L&M and
Pall Mall).
We have analyzed thousands of social mentions and conversations across a
landscape of platforms that included; blogs, mainstream media, Twitter,
Facebook, video (YouTube) and images (Flickr). This initial study reports on the
observations from our research and draws conclusions about the specified global
geographies, which included the United States as well as European countries.
For more information, please contact Arnaud Grobet at LABEL.CH, Geneva -
Switzerland, T +41 22 737 45 05, M +41 79 200 83 60, or via email at
agrobet@label.ch.

JTI Social Media Audit Study Page 3
Introduction
Key Findings
Social Presence Benchmarks
Geographic Benchmarks
US and Europe
US vs. Europe
United States
Europe
Geo Cluster Benchmarks
United States
Western Europe
Central Europe
CIS
Brand Benchmarks
Twitter
Facebook
Video (YouTube)
Images (Flickr)
Blogs
Mainstream Media
Social Reach & Resonance
Twitter
Facebook
Video (YouTube)
Images (Flickr)
Blogs
Mainstream Media
General Brand Findings
Winston
Marlboro
Chesterfield
Kent
Lucky strike
L&M
Pall Mall
Brand Cross Comparisons
Winston vs. Marlboro
Winston vs. Chesterfield
Winston vs. Kent
Winston vs. Lucky Strike
Winston vs. L&M
Winston vs. Pall Mall
Conclusions
Appendices
Research Filters
Exec deck
Master deck
(Revised for 90-day analysis)
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T
he social media audit and study was conducted with data available
over a 30 day period. A comprehensive automated approach using a premium
data analysis tool combined with human analysis was used to collect data from
27 April through to 27 May. The data collected (thousands of social posts and
references across all major social networks) was studied and analyzed to
produce the benchmark quantitative and qualitative results found in the following
audit.
Initial challenges surfaced throughout the project. Notably, the building of
keyword filters for the collection of the raw data, which necessitated the continual
manual editing of the keyword sets to ensure the results represented a valid and
accurate sample size. Several of the Brand names became troublesome in
themselves, where brands such as Winston and Kent in particular needed
thousands of data entries manually groomed (removed) to eliminate random
references associating cigarettes with individuals of those common names, but
without an association to the Cigarette Brand itself.
It should also be noted when researching and studying the European
geographies, the use of the opted English language filter used in the study
removed from the analysis consideration for social references in native
languages in the final results.
Throughout the process, deeper background research was conducted to add
additional data points to complement the 30-day findings and to better represent
a more accurate picture of the social landscape. From the research conducted,
observations and conclusions have been formulated to help JTI with their review
of social media and their potential desire to implement a monitoring and listening
program.

The initial framework for the JTI audit, analysis and measurement was based on
the following project parameters.
o Objective: Audit should study, analyze and report on the social media
activity and discussions surrounding the selected brands to understand
whether there is sufficient merit in developing an ongoing listening and
monitoring program.
o Brands (to be reviewed):
 Winston (house brand)
 Marlboro (competitor)
 Chesterfield (competitor)
 Kent (competitor)
 Lucky Strike (competitor)
 L&M (competitor)
 Pall Mall (competitor)
o Focus: Topical conversations as related to the Brands
o Analysis Depth: General study with qualitative insights
o Analysis Duration: 30 days
o Analysis Geographies: US and Europe with micro geo clusters
o Analysis Language: English
o Deliverables: Report Style Study & Executive PowerPoint Deck

Final Note:
The social media audit study which follows represents a series of benchmarks,
observations and qualitative insights taken in multiple analytical views to
understand how the cigarette and tobacco industry, and the Winston Brand in
particular, is being represented in social circles. Micro analyses have also been
performed based on desired geo clusters, which segments findings and
observations into the highlighted geographies including the United States,
Western Europe, Central Europe and the CIS (Europe) region.
It should be noted that due to tight industry and self-governed regulations
developed over many years regarding the advertising and promotion of
cigarettes to minors, and other current global societal opinions regarding
smoking as a lifestyle habit, the Cigarette industry is not officially active in social
media marketing with Branded accounts. The audit has found no “official” social
media accounts for any of the studied brands. However, there is a base level of
discussion actively occurring in social networks for all cigarette brands. It is with
these conversations that we have formed the basis of our findings.

T he social media audit and study uncovered a number of key findings as
evident from our initial research and analysis. Here is a quick recap of our
findings.
Social Media Limitations. Tobacco Brands are not officially active with Branded
accounts in social media. Our research did not find any Cigarette Brands actively
participating in social media in our study. Through a voluntary agreement most
Tobacco companies signed in 2002, the industry has elected to self govern itself
by restricting direct internet advertising to support industry advertising bans for
marketing to young people. Therefore, it appears that to date – the Tobacco
industry considers social media to be within the self governed guidelines
prohibiting its active involvement in social media. This is not necessarily
surprising given the high degree of societal sensitivities for exposing underage
global populations to the promotion of cigarette and tobacco products.
Brands do have Social Presences. Although the Tobacco industry may not be
directly active in social media with Branded social accounts, tobacco products do
have a modest social media presence in community discussions. All Brands are
routinely discussed and referenced across the social landscape within
communities ranging from Facebook and Twitter to video and photo sharing
sites, blogs, mainstream media online news outlets and more.
Cigarette Brands May be at Risk. Of the seven cigarette brands studied
including JTI‟s own Winston Brand (Marlboro, Chesterfield, Kent, Lucky Strike,
L&M and Pall Mall), our findings demonstrate Cigarette Brands may be at risk.
Although most cigarette brand social references are personal in nature and are
quite random within casual conversations, Tobacco companies are not immune
from potentially negative Brand conversations going viral in social circles. Topics
do surface on occasion which may expose brands to potential risks. Several
examples of topics which recently trended mildly in our study could have gone
viral with a potential for negatively impacting the Brand.

These recent topics include; a Philip Morris CEO public statement that quitting
smoking is easy, R.J. Reynolds‟ own historic sponsorship of The Flintstones
cartoon series and the resulting cigarette commercial highlighting cartoon
characters smoking cigarettes, and British American Tobacco‟s early use of
asbestos in Kent branded cigarette filters for which the wide scale multi-industry
use of the material is now linked to mesothelioma (lung cancer).
Not All Geographies are Created Equal. Our study did reveal global
geographies influenced the results. On a macro level, some countries are simply
more active in the adoption and use of social media over others translating into
much higher influence when measuring and analyzing geographic social
relevance.
On a micro level, it should be understood that each individual Brand and the
social relevance it may have based on geography is totally dependent as a result
of a Brand‟s recognition, image, preference and exposure to life experiences on
a country by country basis.
As a result, our study has identified the countries in each European region which
have higher social relevance for each studied Brand.
Language Barriers Do Exist. Even with the English language being the most
predominant used language (socially) worldwide, the analysis uncovered using
an English language filter does potentially limit the full verification of what is
transpiring across the social landscape. Native language support would have
given the study an added benchmark with deeper qualitative insights to measure.
However, we are confident that the observations and conclusions drawn in this
study using the English language filter provide a representative macro-level view
of what is transpiring across the social landscape.
Social Network Nuances. Although Cigarette Brands are modestly represented
across a broad social landscape, there exist nuances for each social network as
to its social relevance for the Cigarette industry based on engagement, reach

and resonance. The study reveals that over the time period studied,
conversational networks such as Twitter, Facebook and blogs were more apt to
be destinations where communities congregated to reference and mention
Cigarette Brands. Video and image sharing social networks were far less
significant.
Topics are Random. Taken collectively, topics varied slightly month to month.
However, the vast majority of social references for Cigarette Brands in social
circles are predominantly in random casual conversations. These conversations
typically mention a Brand by name and only as a personal or life experience
reference.
All major social networks are influenced by this trend, including Twitter,
Facebook and blogs. Even on social networks such as YouTube and Flickr, the
small number of videos and images discovered reveals the content that includes
a Brand‟s identity is presented in a random nature without the Brand itself being
the focus of the content.
There are exceptions, but these are occasional exceptions. Cigarette brand
references in more meaningful conversations tend to be in topics associated with
health issues, smoking cessation, electronic cigarettes. However, much of this
ongoing social discussion remains to be simple Brand mentions or topical
references within the conversation without the Brand itself becoming the primary
topic of the conversation.
The one exception of note, which highlights the potential risks reinforcing the
need to consider a Social Media Monitoring and Listening program is when a
Brand may be discussed in conversations that may impact the Brand adversely.
The study has identified several potential risk topics as pointed out in our risk
findings mentioned above.

Engagement is Low. Of all the social networks studied and for all the brands
within the study, the casualness of the references has produced an overall low
level of engagement among community members. Re-tweets, Facebook shares,
comments and views are quite minimal with the vast majority of social activity
receiving no engagement at all.
House Brands versus Competitive Brands. It can be concluded from the
multiple analytical views in the study along with the deeper analysis – that the
inclusion of competitive brands in any proposed Social Media Monitoring and
Listening effort is probably not warranted on a continual basis.
Initial intelligence on competitive brands may be helpful to build and refine the
framework, but once such a framework is in place, the main objective of such a
program should be the concentrated monitoring and listening of JTI‟s own
corporate brands to maintain a pulse on the „JTI‟ conversation and to identify any
and all potential risks. Periodic review of competitive brands may be useful to
identify new tracking trends that may be relevant to JTI‟s own corporate brands,
but a sustaining effort is likely not required.
Findings Do Support a Monitoring and Listening Program. Holistically, the
study does demonstrate that Cigarette Brands may be at risk for potentially
damaging viral events. An active Social Media Monitoring and Listening Program
should be justified to ensure corporate brands are not irreversibly harmed
through social networks. However, it should be noted that such a program is only
as useful as the response framework to handle any such event. Therefore, if JTI
finds merit in developing a Monitoring and Listening program, it must also
develop a social media response and crisis plan with detailed guidelines and use
terms -- as well as the response vehicles to be able to address and intervene into
situations as they may arise.

Share of Voice – Europe
Geography: United States versus Europe
Social Properties: Blogs, Mainstream Media, Facebook, Twitter, Video (YouTube), Images (Flickr)
Language Filter: English
Sample Size: 9,346 references
Sample Date: April 27 – May 27, 2011
Observation: This chart reveals the majority of social conversations of all Brands measured are occurring in the United States
with a minimal share occurring from Europe. However, it should be noted this measurement uses an English language filter,
which potentially impacts analyzing additional discussions in native languages for each country.
When we do include all languages, European countries capture a 15 percent Share of Voice (SOV), which more than doubles
the volume of references to 1,556. However, without using translation services, the validity of these results cannot be fully
verified, but we can hypothesize with a high degree of confidence that SOV does increase when adding native languages.
† Keyword filters were researched and chosen based on English language spellings and nuances without consideration to native languages.
Removing the filter increased the sample size by 20 percent (9,346 vs. 11,603 references), but did not impact the final results or conclusions.
8%
SOV

Share of Voice - Brands
Geography: United States and Europe
Observation: Marlboro as the world‟s most preferred brand, along with its iconic image including the Marlboro Man, is by far the
most discussed brand across social media landscapes. No other brand comes close to the frequency the Marlboro brand is
discussed. Winston, as well as the Lucky Strike brand, is less frequently discussed with Winston receiving a six percent
combined share of voice within the studied geographies.
It should be noted that all social conversations measured (blogs, mainstream media, Facebook, Twitter, video and images)
represent a host of random topics without any isolated discussions having any significant brand image influence – either
positively or negatively. Furthermore, by removing the English language filter and including all native languages based on the
keyword filters built at the onset of the project, share of voice percentages remain comparable with minimal fluctuations
supporting these findings.
6%
SOV
6%
SOV

Geography: United States Only
Observation: When comparing brands and their individual share of voice measured across all social networks and within the
United States, Winston captures a seven percent share of voice – with Marlboro continuing to be the Brand most discussed with
a 79 percent share of voice. Lucky Strike is comparable with Winston with all other studied Brands having a much smaller social
presence.
The study reveals Marlboro, Winston and Lucky Strike are the three primary brands in this study, which captures the majority of
the references and mentions within social circles with only slight nuances depending on social network and geography.
7%
SOV

Geography: Europe Only
Sample Size: 730 references
Observation: When comparing brands and their individual share of voice across Europe, Winston captures only a two percent
share of voice – a drop from seven percent in the United States. This may indicate that the Winston Brand‟s preference,
recognition and / or exposure to Brand life experiences may not be as high among the region‟s population in Europe as it is in the
United States. Another consideration may be simply Marlboro overshadows all other Brands in international markets.
Winston‟s smaller social presence benefits both the Marlboro and Lucky Strike brands where both brands slightly increase their
own SOV when compared to the same measurements taken in the United States.
2%
SOV

Social Reach
Geography: United States, Western Europe, Central Europe, CIS
Observation: When comparing the brands and their individual share of voices within the United States and against Europe, it
becomes quickly evident discussions for all Brands have a major US influence. In Europe, Marlboro remains the most discussed
Brand; however, even the 615 social mentions identified for the Brand in Europe is marginal, and 483 of those mentions come
via only four countries (United Kingdom, Italy, Germany, and Ireland) – leaving the balance of 132 mentions scattered throughout
all of Western Europe, Central Europe and the CIS where there may be several mentions per country. All studied brands,
including Winston, follow this micro trend which impacts analyzing geo clusters deeper using the English language filter for any
additional significance over and above our macro findings and conclusions. Breakouts per geography follow.

Social Reach
Geography: United States
Observation: The United States had slightly more than 92 percent of all social mentions for the studied brands. This is likely due
to the result of the US simply being more socially adept with social networks and their use. Global populations cannot account for
this discrepancy as the total population of Europe is twice as large as the United States. And smoking as a lifestyle habit is
believed to be as pervasive in European societies as it is in the United States.
However, we have discovered that by including all native languages, brands do increase their overall European social presence,
but it doesn‟t negate the comparison findings between the United States and Europe.
7%
SOV

Social Reach
Geography: Western Europe
Countries: Andorra, Belgium, France, United Kingdom, Ireland, Italy, Liechtenstein, Luxemburg, Monaco, Netherlands, Portugal,
San Marino, Spain, Switzerland
Observation: Of the three European geo clusters studied, Western Europe has the predominance of European social references
for the studied brands. However, these references are so small for all but the Marlboro Brand, deeper analysis would not be able
to isolate any valid trending data. One consideration for why Western Europe overshadows other European micro geo clusters
may be its more frequent or native use of the English language in these Western societies, and a heightened use of social media
that is typical in Western cultures.
1%
SOV

Social Reach
Geography: Western Europe
Language Filter: English with All Native Languages
Countries: Andorra, Belgium, France, United Kingdom, Ireland, Italy, Liechtenstein, Luxemburg, Monaco, Netherlands, Portugal,
San Marino, Spain, Switzerland
Observation: Upon reviewing the social reach change and impact when adding in all native languages for Western European
countries, several observations are made: 1) Winston Brand‟s SOV increases slightly, 2) reach doubles across this geography,
and 3) four countries are primarily responsible for the reach change when including native languages (France, Italy, Netherlands,
Spain). For additional studies in native languages, emphasis should be placed on these four languages including the English
language.
When expanding our review of social references for all languages, reach
does increase in the geo clusters, but several caveats are created:
1) manual grooming of the findings as conducted for the English
language results cannot be verified for native language results without
translation services added to the study, and 2) there may exist native
language nuances and spellings which could impact the results.
2%
SOV

Social Reach
Geography: Central Europe
Countries: Austria, Cyprus, Czech Republic, Denmark, Estonia, Finland, Germany, Greece, Iceland, Latvia, Lithuania, Malta,
Norway, Poland, Slovakia, Slovenia, Sweden
Observation: In isolation, Central Europe has very little social presence for the studied brands using the chosen filters. The
available data points are too limited to identify any trending.
6%
SOV

Social Reach
Geography: Central Europe
Countries: Austria, Cyprus, Czech Republic, Denmark, Estonia, Finland, Germany, Greece, Iceland, Latvia, Lithuania, Malta,
Norway, Poland, Slovakia, Slovenia, Sweden
Observation: The Winston Brand maintains a six percent share of voice upon including all native languages in the geo cluster.
Native languages do increase the social presence of all Brands, albeit slightly in terms of reach. Germany and Sweden account
for most of the brand social reference increases.
does increase in the geo clusters, but several caveats are created: 1)
manual grooming of the findings as conducted for the English language
results cannot be verified for native language results without translation
services added to the study, and 2) there may exist native language
nuances and spellings which could impact the results.
6%
SOV

Social Reach
Geography: CIS Europe
Countries: Albania, Belarus, Bosnia & Herzegovina, Bulgaria, Croatia, Hungary, Macedonia, Moldova, Romania, Russian
Federation, Serbia, Ukraine, Turkey
Observation: The results discovered for CIS Europe can be attributable to all countries in this geo cluster as non-native English
speaking countries. A deeper analysis using native languages may reveal different results. Notable is the absence of any
Winston Brand social reference.
0%
SOV

Social Reach
Geography: CIS Europe
Countries: Albania, Belarus, Bosnia & Herzegovina, Bulgaria, Croatia, Hungary, Macedonia, Moldova, Romania, Russian
Federation, Serbia, Ukraine, Turkey
Observation: Results discovered for CIS Europe are still rather minimal when including all native languages. Although the
Winston Brand is referenced in this geo cluster when adding native languages, it can be concluded all of the cigarette brands are
seldom discussed on social networks within this geography.
3%
SOV
does increase in the geo clusters, but several caveats are created: 1)
manual grooming of the findings as conducted for the English language
results cannot be verified for native language results without translation
services added to the study, and 2) there may exist native language
nuances and spellings which could impact the results.

Social Properties: Twitter
Observation: Across Twitter, Winston is a reasonably well known Brand and is mentioned more often than most of its
competitors with the exception of when compared to Marlboro. Marlboro‟s historic image using such icons as the Marlboro Man
has made Marlboro the most recognized brand in the world which is represented on Twitter in personal tweets. Over the time
period studied, none of the Brands are discussed in any serious nature. Most references are simple casual conversations or
personal updates which just happen to mention the cigarette brand. Winston over this period of time follows the same trend, but
one topic surfaced over a short period of time where people were highlighting a YouTube link to an old Winston television
commercial using The Flintstones cartoon characters. Overall, Twitter is not impacting or influencing any of the Brand‟s images.

Social Properties: Facebook
Observation: Across the Facebook landscape, Winston is referenced more often than other brands with the continuing
exception of the Marlboro Brand. Over the time period studied and through a mild trend identified at the expense of the Brand,
Winston outpaced most brands in the frequency of references. (Winston‟s historic television sponsorship of The Flintstones
cartoon and the resulting cigarette commercial using the cartoon characters has exposed the Brand to a general discussion of
sarcastic humor and to a degree – disbelief where countless mentions of this topic are linked to a YouTube hosted 1950s
Winston commercial).
It should be noted that Winston is not alone to be a recipient of sarcastic humor when cigarette brands are referenced in social
circles, including those on Facebook. As an example, Marlboro and the Marlboro Man are frequent targets of such humor.
Mentions and links to historic cigarette advertising also trend slightly on Facebook for all Brands.

Social Properties: Video (YouTube)
Observation: The Winston Brand visual references in social circles are primarily due to The Flintstones television commercial
from the 1950s. Trending with other social networks over the same time period studied, there are a number of personal video
channels who have posted the video, which has influenced the competitive results. It should be noted that all brands do not have
a deep presence on the social video network, and almost all of the videos available for general public viewing are those
representing a current trend among teenagers to produce and host cigarette reviews. Although such video reviews are not
necessarily aiding in Brand reputation and image, they do receive moderate view counts, but are so few that they do not impact
the Brand either positively or negatively.

Social Properties: Images (Flickr)
Observation: All images discovered in the study are those hosted by individuals. None of the Brands are necessarily well
represented on the Flickr social network. When a cigarette Brand is represented, the general trend is the image is from historic
advertising or a general random visual representation without any intent or purpose to stir discussion or to promote the Brand.

Social Properties: Blogs
Observation: Within the blogosphere, Winston is mentioned more often than its competitors with the exception of when
compared to Marlboro or Lucky Strike. Both Marlboro and Lucky Strike are Brands steeped in rich societal histories and used
frequently as a symbol of the smoking culture without necessarily representing brand preference. As a result, these two Brands
in particular can be observed as to influencing this comparative outcome.
Blogs overall have a great deal of random mentions of the Brands. Many of the results represent personal blogs which happen to
mention a Brand in passing as they write about random topics. However, on occasion, Brands are referenced with more
seriousness. Several examples for which parent companies should have noticed include Philip Morris‟ CEO statement regarding
how easy it is to quit smoking and British American Tobacco‟s historic use of asbestos in cigarette filters. Both topics generated
mild trending.

Social Properties: Mainstream Media
Observation: Within mainstream media, none of the Brands are discussed with any frequency. Aside from Marlboro, all other
Brands were not topics of news over the time period studied. When Brands are referenced, they are typically random news
briefs on any number of topics that neither enhance nor detract from the consumer Brand image. As an example, Winston‟s
single mention over the time period studied included a short post on the re-production of the animation cartoon, The Flintstones,
with an ironic reference as to whether the new cartoon series would be “kid friendly” – circa the 1950s and RJ Reynolds
Flintstones commercials. (It should be noted that this reference was not the only sarcastic reference in the news post whether
the cartoon would be produced for kids.)
However, there are occasions when cigarette brands can be discussed more seriously. Case in point is Philip Morris‟ CEO quit
smoking statement, which trended in social circles as well as the mainstream media.

Sample Date: April 27 – June 28, 2011
Observation: Comparing two months of brand references across all social networks using the same filters reveal there are
modest differences in the social media reach and resonance of cigarette brand discussions from month to month based on
percentage and volume change. The Reach and Resonance did increase over the second 30 day
period by 1,467 mentions or by a velocity change of (+16) percentage points. Upon reviewing these
changes, share of voice percentages for all brands seemed to remain consistent with little change.
+16%
Resonance

Social Properties: Twitter
Observation: Comparing two months of brand references on the Twitter social network using the same filters reveal there are
moderate discussion differences in the social reach and resonance from month to month based on percentage change.
However, volume changes in the references are still reasonably small indicating a high probability that reference topics are
similar month to month with slight nuances.
+38%
Resonance

Social Properties: Facebook
Observation: Comparing two months of brand references on the Facebook social network using the same filters follow the same
trend we see in Twitter. The results reveal marginal differences in the discussion reach and resonance from month to month
based on percentage change. Volume changes in the references remain reasonably small indicating there is a high probability
that reference topics are also similar month to month with common nuances.
+14%
Resonance

Social Properties: Video (YouTube)
Observation: Comparing two months of brand references on the YouTube social network using the same filters follow the same
trends seen on both Twitter and Facebook. There continues to be marginal to no differences in the social media reach and
resonance of the posts from month to month based on percentage change. With volume changes in references reasonably
small, there is a high probability that reference topics are similar month to month with common nuances.
+22%
Resonance

Social Properties: Images (Flickr)
Observation: Comparing two months of brand references on the Flickr photo sharing social network using the same filters
continue to follow the same trends as seen on other social networks. There continues to be slight differences in the social media
reach and resonance from month to month based on percentage change. There continues to be a high probability that reference
topics are similar month to month with marginal nuances.
-12%
Resonance

Social Properties: Blogs
Observation: Comparing two months of brand references within the blogosphere using the same filters continue to follow the
same trends as seen on other social networks. An oddity does occur within blogs for the Marlboro Brand as it decreases in reach
and resonance where it has shown modest increases on all other social networks over the same time period. The change ratio
could easily be attributed to fewer random references. Percentage change ratios for all other Brands are reasonable with volume
changes within the margin for error indicating reinforcing a high probability that reference topics are
similar month to month with marginal nuances.
-10%
Resonance

Social Properties: Mainstream Media
Observation: Comparing two months of brand references within the mainstream media using the same filters follow the same
trends as seen on other social networks. Marginal percentage change ratios for all Brands are reasonable with volume changes
modest indicating a common trend across all social networks that there is a high probability that reference topics remain similar
month to month with only slight nuances.
+55%
Resonance

Winston versus Marlboro
Sample Dates: April 27 – May 27
Observation Overview: Over the time period studied, Winston was mildly trending with social discussions regarding The
Flintstones television sponsorship and commercial. Conversely, Marlboro‟s high social relevance across all social networks
clearly demonstrates Marlboro has more brand awareness than any other cigarette brand where it has become an iconic symbol
associated with the topic of smoking even in social circles.

Winston versus Chesterfield
Observation Overview: Over the time period studied, Winston was mildly trending with social discussions regarding „The
Flintstones‟ television sponsorship and commercial. Conversely, the Chesterfield Brand had a very low social presence both in
the United States and in Europe. Winston clearly has more social relevance in the United States, where in Europe the two
brands may be much more comparable.

Winston versus Kent
Flintstones television sponsorship and commercial. Conversely, Kent was mildly trending with a story about mesothelioma (lung
cancer) and the early use of asbestos in its filter. In reviewing both trends and the current data available, it is highly probable
Winston has more social relevance in the United States, where the two brands would be quite comparable in European markets.
As evidence would suggest, brands and their relevance within social circles are likely influenced by geographies.

Winston versus Lucky Strike
Flintstones television sponsorship and commercial. If this trend was not occurring, the Lucky Strike Brand may have more social
relevance in the United States, and in Europe where it becomes much clearer with Lucky Strike mentioned 3 to 1 over Winston
across the social landscape. Early evidence demonstrates brands and their relevance within social circles are likely influenced by
geographies. There is a high degree of probability that Winston and Lucky Strike as two comparable brands follow this trend.

Winston versus L&M
Flintstones television sponsorship and commercial. If this trend was not occurring, Winston would still maintain a larger social
relevance within the United States, where in Europe the two brands become much more of equals. Early evidence demonstrates
brands and their relevance within social circles are geography dependent.

Winston versus Pall Mall
Flintstones television sponsorship and commercial. If this trend was not occurring, Winston and Pall Mall would be very
comparable to one another in respect to volume and reach. However, it is noted that the Winston brand is still referenced more
frequently in the United States over Pall Mall, where it may have higher recognition and exposure, where in Europe the two
brands are much more equal in social presence. Therefore, there is early evidence to support that each of these brands and its
social relevance is geography dependent.

T he audit and study has revealed Cigarette Brands are not currently
active in social media with “official” social networking accounts. Of the
Brands studied, the research found no Branded presence in social media either
in the United States or in Europe.
However, this is not to be interpreted that Cigarette Brands are not present in
social media. Brands are routinely discussed across the social landscape in
varying topics and references both on a personal as well as a business level.
Although active promotion by Cigarette Brands in mass media is highly regulated
by international industry and legal guidelines, and further influenced by changing
world population opinions, Cigarette Brands do need to monitor and listen closely
to the conversations occurring in social media. They need to be prepared to
respond if discussions become viral to the degree that they may harm the Brand
property.
Viral Conversations
As with all social communities, conversations are occurring with or without the
Brand. As for the Cigarette industry in particular, much of the conversations are
random and do not require an active participatory role on behalf of the Brand.
However, our research has shown that there always remains risk for a particular
topic to become viral, which could impact the Brand adversely. Several examples
of topics which could have gone viral and which only trended mildly without
Brand impact included:
O A public statement made by the Philip Morris CEO that quitting smoking is
easy, which stirred discussion in social communities with a negative
sentiment.

O R.J. Reynolds‟ historic sponsorships of television programming – notably
„The Flintstones‟ cartoon series, and the company‟s production of television
commercials depicting the cartoon characters smoking Winston cigarettes.
The topic generated a mild buzz with links to the old commercials where it
was received with sarcastic humor and to a degree with mass disbelief
across the social landscape.
o British American Tobacco‟s early use of asbestos in the manufacture of Kent
cigarette filters and referenced in recent studies showing the relationship
between exposure to asbestos and developing mesothelioma (lung cancer).
If the examples cited above did go viral, or if any future topics of risk go viral,
such as teen smoking, it is likely the cigarette manufacturers are currently ill-
prepared to handle such a communications threat to the Brand(s) involved
across the social networks.
Without an official social presence and a framework for rapid response in times
of need, Cigarette Brands will always remain at risk. It is therefore advised that
JTI develop such a reactive social response framework and have it at ready in
times of potential crisis. But it should be noted, having a crisis framework in place
is only as good as the monitoring and listening framework. It is unclear whether
Cigarette brands are indeed monitoring and listening to the conversations taking
place 24/7 across social networks. Of the examples cited above, although the
trending did not warrant it, we were not able to identify any intervention by the
manufacturers to simply clarify corporate positions. If these were viral events,
the impact on the Brand could have been damaging.
Three Brands of Note
The study revealed that of the Brands studied, three Cigarette Brands have a
higher degree of social relevance. Marlboro, Lucky Strike and JTI‟s own Winston

brand are referenced more frequently and consistently than any of the remaining
four brands in the social media study.
If JTI implements a competitive monitoring and listening program, these Brands
should be more closely monitored over the others if there is a desire to watch
competitive activity.
Geo Cluster Observations
The audit studied multiple geographies using the United States as a benchmark
and social gauge for European activity. It is probably unfair to benchmark the US
against Europe in terms of social reach, where the US population is much more
active in social networks. However, what this expansive view into the US
provides is a thorough representation of the types of conversations occurring in
social media, which as it turns out is not different than those occurring throughout
Europe.
From our studied results, the social conversations surrounding cigarette brands
are predominantly simple references and mentions of the Brands in random life
experience discussions. This analysis took into consideration all of the major
social networks including blogs, mainstream media, Twitter, Facebook, YouTube
and Flickr.
From these observations, there are occasional exceptions to the randomness
and casualness of the topics. This can be expected over any time period
monitored or studied. In our own study, several more in-depth topics did surface
out of the randomness over the specified time period. If listening programs are in
place by the cigarette manufacturers, these topics (as they arise) would warrant
continued close monitoring. And this is key. Cigarette manufacturers should
understand that much of the conversation in social media can be overlooked, but
as social media continues to become a medium for world populations to

communicate, it becomes critical to keep a pulse on the activity to identify and
then monitor potential topics which could have negative consequences.
As for the European sector and our observations taken from the study, social
relevance can indeed be influenced by geographies. We have uncovered several
countries which are much more socially active and warrant closer attention over
others. In Europe, these countries with a higher social relevance include the UK,
France, Sweden, Netherlands, Germany, Italy, Spain, Russian Federation, and
Turkey.
Social Network Considerations
Throughout the study, we have benchmarked the Winston Brand against the
competitive brands to gauge social relevance across each social network. What
we have found is that Winston‟s own social relevance is comparable with slight
nuances to all but the Marlboro Brand, which is in a category all its own.
This benchmark may be useful as a starting point, but JTI needs to move beyond
the competitive score card to understand how the Winston Brand on its own is
being discussed, including general sentiments within social networks. It is with
this understanding a well planned monitoring and listening program can be
developed.
Twitter. Winston‟s social relevance within the Twitter network is modest in terms
of reach. But it should be noted that a large percentage of the conversations are
simply random personal updates with Brand mentions. However, there is an
ongoing need to monitor the network for topics that may go viral as it was
revealed Twitter did impact the mild trending of „The Flintstones‟ discussion.
Facebook. Winston‟s social benchmark for Facebook was heavily impacted by
„The Flintstones‟ discussion, which represents that Facebook, like Twitter, can
influence and propagate the trending of conversations. It is for this reason there
is a need for constant monitoring.

YouTube. This social network for cigarette brands in general has low
significance in a monitoring and listening program. Our findings for the small
number of relevant videos represent small community pockets with little
influence. Although there is not necessarily a need to constantly monitor the
social network, periodic review of the network is warranted to maintain a pulse on
what is occurring as in the case of teen smoker reviews.
Flickr. Even much less than YouTube, Flickr simply does not warrant active
monitoring and listening. Winston and other Brand oriented images are few with
little to no engagement.
Blogs. Blogs are a social vehicle that can quickly propel a topic into viral status.
It is for this reason that there is a need for constant review of blogs to help
identify potentially damaging topics to JTI‟s Brands. The single occurrence of a
Winston reference in blogs during our study mirrored the mild social trend
concerning „The Flintstones‟ cartoon. This is one small example how what
begins to become a trend on one social network works its way to other social
networks creating a potential viral event.
Mainstream Media. As with blogs, mainstream media carries similar weight in
influencing social conversations and trends. Although Winston did not have any
significant mentions or references within the news media during the course of our
study, it should be understood that mainstream media can quickly impact social
relevance.
Profiles to Follow
If JTI finds merit in developing a social media monitoring and listening program, it
would be our recommendation that it develops a number of monitoring profiles
with highly refined filters (geographies and topics) to keep a pulse on the social
conversations occurring. These would include:

o Winston Global for monitoring an expansive view on topic origins and
global impact (English language filter)
o Winston Europe with emphasis on the UK, France, Sweden,
Netherlands, Germany, Italy, Spain, Russian Federation, and Turkey
with native language filters and support
o Winston US for monitoring topics originating specifically in the US as a
source for topics which can be populated worldwide
o Winston Latin America with native language filters and support – refined
over time to emphasize countries of significance with reach
o Winston Asia with native language filters and support – refined over
time to emphasize countries of significance with reach
As a monitoring and listening effort, there is little current need to monitor
competitive brands at this point in time. The emphasis on JTI‟s monitoring
program should focus on JTI brands with the primary and sole objective to
identify and monitor topics which could adversely impact JTI brands.
Final Thoughts
If JTI does find merit in developing a social media monitoring and listening
program, it should do so by using highly selective filters based on geographies,
networks, and topics with native language support with continuous refinement as
discussion topics evolve and change.
Even without Cigarette brands officially active in the social landscape,
conversations are occurring. Much of these conversations are immaterial to the
Brand and its image, but on occasion topics with Brand association do arise that
should be closely monitored.

But a monitoring and listening effort is and should be only the first step to
developing an active response framework for times of need. Without this
response mechanism in place (and this does not necessarily require building
official social network accounts), JTI lacks the ability to influence social outcomes
as they may become potentially viral impacting the Brand adversely.

Note:
For this initial discovery project, grooming was continuous throughout the project to eliminate erroneous non-topical results and findings by
adding keywords to a “do not include” list and by removing some sources from the study.
WINSTON (HOUSE BRAND)
Brand Category Keywords
Roots: Winston (too broad to stand alone as a brand keyword)
Domestic brands: Winston Lights, Winston Ultra Lights, Winston Kings, Winston 100s
European brands: Winston Red, Winston Classic, Winston Balanced Blue, Winston One, Winston White,
Winston Super Lights, Winston Silver, Winston Super Slims, Winston Blue, Winston Menthol, Winston 100‟s,
Winston XS Blue, Winston XS Silver, Winston Premier
Category Keywords
Topical: Winston “and” R.J. Reynolds, Winston “and” RJ Reynolds, Winston “and” RJR, Winston “and” RJR Nabisco
Winston “and” (marketing slogan)Taste(s) Good Like A Cigarette Should
Winston “and” (popular cigarette slang) smoke(s), butt, square, cig(s), ciggies, stog(s), stogies, stokes,
tab(s), fag(s), snouts, tabs, loosey, dart(s), coffin nail(s), cancer stick(s), lung dart(s), death stick(s)
Winston “and” cigarette(s), WinstonCigarette(s), Winston “and” tobacco, Winston “and” nicotine, Winston
“and” smoking, Winston “and” smoker(s), Winston “and” smoke(s), Winston “and” cigarette smoking, smoking
Winston, Smoking a Winston, smoked a Winston, smoke(s) Winston, Winston “and” quit smoking, Winston
pack, pack of Winston, Winston carton, carton of Winston, Winston box, box of Winston
Winston “and” health, Winston “and” cancer, Winston “and” lung cancer, Winston “and” death(s), Winston
“and” disease(s), Winston “and” bronchitis, Winston “and” emphysema, Winston “and” secondhand smoke,
Winston “and” second hand smoke
Winston “and” Flintstones, Winston “and” Beverly Hillbillies
Winston marketing, Winston “and” marketing, Winston advertising, Winston “and” advertising, Winston
promotion(s), Winston “and” promotion(s)
Winston “and” federal regulation(s)
Locations -- Salem, Winston-Salem, Wisnton, North Carolina, Winston, NC, high school, Winston, Ore,
Winston County,
Misc Words -- Buy, coupon(s), deal, ChinaBuye, cheap, fans, credit, discount(s), cat, dog, cartridge
People -- Winston_Lights, NxLevel_Winston, Grumpy_Winston, Winston_NC, Lord Winston, Winston
Churchill, Winston_1972, Mr Winston, George Winston, White Lord

Marlboro (Competitive Brand)
Roots: Marlboro (too broad to stand alone as a brand keyword)
Domestic brands: Marlboro, Marlboro Red, Marlboro Gold (Marlboro Lights), Marlboro Silver (Marlboro Ultra
Lights) (Marlboro 72), Marlboro Medium, Marlboro Mild, Marlboro 100(s), Marlboro Blend No. 27 (Marlboro
27s), Marlboro Virginia Blend, Marlboro Menthol, Marlboro Special Blend, Marlboro Smooth, Marlboro Black,
Marlboro 54s, Marlboro 32s, Marlboro Skyline, Marlboro Blue, Marlboro Kings
Snus (Swedish snuff, is a moist powder tobacco product originated from a variant of dry snuff): Marlboro
Snus, Marlboro “and” Snus, Marlboro Snuff, Marlboro “and” snuff, Marlboro Rich, Marlboro Amber, Marlboro
Peppermint, Marlboro Spearmint, Marlboro Original, Marlboro Mint
European brands: Marlboro Gold Edge, Marlboro Filter Plus
Marlboro Category Keywords
Topical: Marlboro “and” Phillip Morris, Marlboro “and” Philip Morris, Marlboro “and” PhillipMorris, Marlboro “and”
PhilipMorris
Marlboro “and” (marketing slogans) Marlboro Man, You get a lot to like with a Marlboro, Come to Marlboro
Country, Come to where the flavor is
Marlboro “and” (popular cigarette slang) smoke(s), butt, square, cig(s), ciggies, stog(s), stogies, stokes,
snouts, tab(s), fag(s), loosey, dart(s), coffin nail(s), cancer stick(s), lung dart(s), death stick(s)
Marlboro “and” cigarette(s), MarlboroCigarette(s), Marlboro “and” tobacco, Marlboro “and” nicotine, Marlboro
“and” smoking, Marlboro “and” smoker(s), Marlboro “and” smoke(s), Marlboro “and” cigarette smoking,
smoking Marlboro, Smoking a Marlboro, smoked a Marlboro, smoke(s) Marlboro, Marlboro “and” quit
smoking, Marlboro pack, pack of Marlboro, Marlboro carton, carton of Marlboro, Marlboro box, box of
Marlboro
Marlboro “and” health, Marlboro “and” cancer, Marlboro “and” lung cancer, Marlboro “and” death(s),
Marlboro “and” disease(s), Marlboro “and” bronchitis, Marlboro “and” emphysema, Marlboro “and”
secondhand smoke, Marlboro “and” second hand smoke
Marlboro marketing, Marlboro “and” marketing, Marlboro advertising, Marlboro “and” advertising, Marlboro
promotion(s), Marlboro “and” promotion(s)
Marlboro “and” federal regulation(s)
Locations – n/a
Misc Words – Buy, coupon(s), deal, ChinaBuye, refill(s), cartridge(s), cheap, sandwich, fans, credit,
discount(s),
People – Harley Davidson

Chesterfield (Competitive Brand)
Roots: Chesterfield (too broad to stand alone as a brand keyword)
Domestic brands: Chesterfield, Chesterfield Red, Chesterfield Blue, Chesterfield Bronze, Chesterfield Full
Flavor, Chesterfield Filters, Chesterfield Classic Blue (Chesterfield Lights), Chesterfield SuperSlims (Agate,
Ivory), Chesterfield Super Slims (Agate, Ivory), Chesterfield Kings
European brands: Chesterfield Classic (Red, Blue, Bronze), Chesterfield Blue Lights, Chesterfield Red
Classic
Chesterfield Category Keywords
Topical: Chesterfield “and” Liggett & Myers Tobacco Company, Chesterfield “and” Phillip Morris, Chesterfield “and”
Philip Morris, Chesterfield “and” PhillipMorris, Chesterfield “and” PhilipMorris, Chesterfield “and” Altria Group,
Chesterfield “and” AltriaGroup, Chesterfield “and” Altria
Chesterfield “and” (marketing slogans) Blow some my way
Chesterfield “and” (popular cigarette slang) smoke(s), butt, square, cig(s), ciggies, stog(s), stogies, stoke(s),
fag(s), snouts, tabs, loosey, dart(s), coffin nail(s), cancer stick(s), lung dart(s), death stick(s)
Chesterfield “and” cigarette(s), ChesterfieldCigarette(s), Chesterfield “and” tobacco, Chesterfield “and”
nicotine, Chesterfield “and” smoking, Chesterfield “and” smoker(s), Chesterfield “and” smoke(s), Chesterfield
“and” cigarette smoking, smoking Chesterfield, Smoking a Chesterfield, smoked a Chesterfield, smoke(s)
Chesterfield, Chesterfield “and” quit smoking, Chesterfield pack, pack of Chesterfield, Chesterfield carton,
carton of Chesterfield, Chesterfield box, box of Chesterfield
Chesterfield “and” health, Chesterfield “and” cancer, Chesterfield “and” lung cancer, Chesterfield “and”
death(s), Chesterfield “and” disease(s), Chesterfield “and” bronchitis, Chesterfield “and” emphysema,
Chesterfield “and” secondhand smoke, Chesterfield “and” second hand smoke
Chesterfield marketing, Chesterfield “and” marketing, Chesterfield advertising, Chesterfield “and” advertising,
Chesterfield promotion(s), Chesterfield “and” promotion(s)
Chesterfield “and” federal regulation(s)
Locations – in Chesterfield, Chesterfield county, Chesterfield VA
Misc Words – Buy, coupon(s), deal, ChinaBuye, cheap, fans, credit, discount(s), cartridge, Amazon Kindle,
Apple iPhone, chesterfield tonight

Kent (Competitive Brand)
Roots: Kent (too broad to stand alone as a brand keyword)
Domestic brands: Kent, Kent Golden Lights, Kent Golden(s), Kent Gold(s), Kent Lights, Kent Full Flavor,
Kent Ultra Lights, Kent Ultra(s), Kent Menthols, Kent Kings
European brands: Kent Premium Lights, Kent Premium, Kent Lights, Kent Super(s) Lights, Kent Slim(s), Kent
BlueFutura, Kent Blue Futura, Kent Futura(s), Kent Blue(s), Kent Silver(s), Kent De Luxe, Kent DeLuxe, Kent
100s, Kent 6, Kent Nanotek(s), Kent Neo(s), Kent Infina(s), Kent White(s), Kent Selects, Kent Super Slims
Kent Category Keywords
Topical: Kent “and” British American Tobacco Nassi group, Kent “and” British American Tobacco, Kent “and”
BritishAmericanTobacco, Kent “and” Nassi Group, Kent “and” NassiGroup
Kent “and” (marketing slogans) The choice is taste, Taste you can count on, You've Got a Good Thing Going
Kent “and” (popular cigarette slang) smoke(s), butt, square, cig(s), ciggies, stog(s), stogies, stoke(s), fag(s),
snouts, tabs, loosey, dart(s), coffin nail(s), cancer stick(s), lung dart(s), death stick(s)
Kent “and” cigarette(s), KentCigarette(s), Kent “and” tobacco, Kent “and” nicotine, Kent “and” smoking, Kent
“and” smoker(s), Kent “and” smoke(s), Kent “and” cigarette smoking, smoking Kent, Smoking a Kent,
smoked a Kent, smoke(s) Kent, Kent “and” quit smoking, Kent pack, pack of Kent, Kent carton, carton of
Kent, Kent box, box of Kent
Kent “and” health, Kent “and” cancer, Kent “and” lung cancer, Kent “and” death(s), Kent “and” disease(s),
Kent “and” bronchitis, Kent “and” emphysema, Kent “and” secondhand smoke, Kent “and” second hand
smoke
Kent marketing, Kent “and” marketing, Kent advertising, Kent “and” advertising, Kent promotion(s), Kent
“and” promotion(s)
Kent “and” federal regulation(s)
Places – in kent, of kent, to kent, Kent Street, Chathem-Kent, Kent beaches, Kent Blues Festival, East Kent,
Misc Words – Buy, coupon(s), deal, ChinaBuye, cheap, fans, credit, discount(s), cartridge, price, smoke
weed, pipe, come to Kent, Smoke_House, Montevideo, Human Resource, Singg, scooter, blue skies,
firefighters, table base, melbourne, massage, toothbrush, dog, canine, color, colour, Tax free, kent line,
batsman
People – @elizabeth_kent, Clark Kent, Superman, Kent council, News Shopper, Lois Lane Kent, Clark,
ClarkJKent, Kent Silver Co, Mrs Kent, Kent Golden Flashes

Lucky Strike (Competitive Brand)
Roots: Lucky Strike (too broad to stand alone as a brand keyword)
Domestic brands: Lucky Strike(s) “and” Non-Filter, NonFilter, Filter(s), Filter 100s, 100s, Menthol(s), Menthol
100s, Lights, Menthol Lights, Classics, Kings
European brands: Lucky Strike(s) “and” Red, Original Red, Flavor Flo, Fresh Mint, Silver (Lights), Lights,
Original Silver, Freshmint Lights, Spearmint Lights
Lucky Strike Category Keywords
Topical: Lucky Strike(s) “and” Reynolds American Tobacco, Lucky Strikes(s) “and British American Tobacco
Lucky Strike(s) “and” (marketing slogans) Its Toasted, Lucky Strike Means Fine Tobacco
Lucky Strike(s) “and” (popular cigarette slang) smoke(s), butt, square, cig(s), ciggies, stog(s), stogies,
stoke(s), fag(s), snouts, tabs, loosey, dart(s), coffin nail(s), cancer stick(s), lung dart(s), death stick(s)
Lucky Strike(s) “and” cigarette(s), Lucky Strike(s) “and” tobacco, Lucky Strike(s) “and” nicotine, Lucky Strike
“and” smoking, Lucky Strike(s) “and” smoker(s), Lucky Strike “and” smoke(s), Lucky Strike(s) “and” cigarette
smoking, smoking Lucky Strike(s), Smoking a Lucky Strike, smoked a Lucky Strike, smoke(s) Lucky
Strike(s), Lucky Strike(s) “and” quit smoking, Lucky Strike(s) pack, pack of Lucky Strike(s), Lucky Strike(s)
carton, carton of Lucky Strike(s), Lucky Strike(s) box, box of Lucky Strike(s)
Lucky Strike “and” health, Lucky Strike “and” cancer, Lucky Strike(s) “and” lung cancer, Lucky Strike “and”
death(s), Lucky Strike “and” disease(s), Lucky Strike(s) “and” bronchitis, Lucky Strike(s) “and” emphysema,
Lucky Strike(s) “and” secondhand smoke, Lucky Strike(s) “and” second hand smoke
Lucky Strike(s) marketing, Lucky Strike “and” marketing, Lucky Strike(s) advertising, Lucky Strike “and”
advertising, Lucky Strike(s) promotion(s), Lucky Strike “and” promotion(s)
Lucky Strike(s) “and” federal regulation(s)
Misc Words – Buy, coupon(s), deal, ChinaBuye, cheap, fans, credit, discount(s), cartridge, lounge

L&M (Competitive Brand)
Roots: L&M, L and M, LM (too broad to stand alone as a brand keyword)
Domestic brands: L&M or L and M or LM / L&M Classic, L&M Lights, L&M Super Lights, L&M Slims, L&M
Superslims, L&M Menthol, L&M Kings
European brands: L&M or L and M or LM / L&M Red, L&M Blue, L&M Silver, L&M One, L&M Blu, L&M, Gri,
L&M Mixx, L&M Slims, L&M Vibe
L&M Category Keywords
Topical: L&M or L and M or LM / “and” / Liggett & Myers Tobacco Company, Phillip Morris, Philip Morris,
PhillipMorris, PhilipMorris, Altria Group, AltriaGroup, Altria
L&M or L and M or LM / “and” (marketing slogans) Just What the Doctor Ordered, The Proud Smoke
L&M or L and M or LM / “and” (popular cigarette slang) smoke(s), butt, square, cig(s), ciggies, stog(s),
stogies, stoke(s), fag(s), snouts, tabs, loosey, dart(s), coffin nail(s), cancer stick(s), lung dart(s), death
stick(s)
L&M or L and M or LM / “and” cigarette(s), tobacco, nicotine, smoking, smoker(s), smoke(s), cigarette
smoking, smoking L&M, Smoking a L&M, smoked a L&M, smoke(s) L&M, quit smoking, pack, pack of L&M,
L&M carton, carton of L&M, L&M box, box of L&M
L&M or L and M or LM / “and” / health, cancer, lung cancer, death(s), disease(s), bronchitis, emphysema,
secondhand smoke, second hand smoke
L&M or L and M or LM / “and” / L&M marketing, L&M “and” marketing, L&M advertising, L&M “and”
advertising, L&M promotion(s), L&M “and” promotion(s)
L&M or L and M or LM / “and” federal regulation(s)
Misc Words – Buy, coupon(s), deal, ChinaBuye, cheap, fans, credit, discount(s), cartridge, price, Tax free,
car, space gray, shirts, one of, ford, necklace, burning, one wrong, moisturizer, one might, one day
People – Ted Nugent

Pall Mall (Competitive Brand)
Roots: PALL MAL (too broad to stand alone as a brand keyword)
Domestic brands: PALL MALL Filters, Pall Mall 100s, Pall Mall Superslims, Pall Mall Super Slims, Pall Mall
Lights, Pall Mall Ultralights, Pall Mall Ultra Lights, Pall Mall Kings, Pall Mall Menthol(s)
European brands: Pall Mall Blue, Pall Mall Red, Pall Mall Amber, Pall Mall Silver, Pall Mall Tropic Twist, Pall
Mall Aromatic, Pall Mall Nonokings, Pall Mall Nano Kings, Pall Mall Azure, Pall Mall Full Filter, Pall Mall
Ultimate Lights, Pall Mall Ultimate
PALL MALL Category Keywords
Topical: Pall Mall “and” R.J. Reynolds, Pall Mall “and” RJ Reynolds, Pall Mall “and” RJR, Pall Mall “and” RJR
Nabisco, Pall Mall “and” British American Tobacco Nassi group, Pall Mall “and” British American Tobacco,
Pall Mall “and” BritishAmericanTobacco, Pall Mall “and” Nassi Group, Pall Mall “and” NassiGroup
PALL MALL “and” (marketing slogans) Wherever Particular People Congregate, OUTSTANDING...and they
are MILD!
PALL MALL “and” (popular cigarette slang) smoke(s), butt, square, cig(s), ciggies, stog(s), stogies, stoke(s),
fag(s), snouts, tabs, loosey, dart(s), coffin nail(s), cancer stick(s), lung dart(s), death stick(s)
PALL MALL “and” cigarette(s), tobacco, nicotine, smoking, smoker(s), smoke(s), cigarette smoking, smoking
PALL MALL, Smoking a PALL MALL, smoked a PALL MALL, smoke(s) PALL MALL, quit smoking, pack,
pack of PALL MALL, PALL MALL carton, carton of PALL MALL, PALL MALL box, box of PALL MALL
PALL MALL “and” / health, cancer, lung cancer, death(s), disease(s), bronchitis, emphysema, secondhand
smoke, second hand smoke
PALL MALL “and” / PALL MALL marketing, PALL MALL “and” marketing, PALL MALL advertising, PALL
MALL “and” advertising, PALL MALL promotion(s), PALL MALL “and” promotion(s)
PALL MALL “and” federal regulation(s)
Misc Words – Buy, coupon(s), deal, ChinaBuye, cheap, fans, credit, discount(s), cartridge, price, Tax free

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