1 Konsumentundersökning Nicotinell På filmen ”Fimpa röken – behåll glöden”

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1 Konsumentundersökning Nicotinell På filmen ”Fimpa röken – behåll glöden”

Transcript of 1 Konsumentundersökning Nicotinell På filmen ”Fimpa röken – behåll glöden”

Page 1: 1 Konsumentundersökning Nicotinell På filmen ”Fimpa röken – behåll glöden”

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KonsumentundersökningNicotinell

På filmen ”Fimpa röken – behåll glöden”

Page 2: 1 Konsumentundersökning Nicotinell På filmen ”Fimpa röken – behåll glöden”

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Methodology

The copy testing study uses an internet methodology, targeting respondents from a national online panel

Adult Respondents age 21-74

Respondent must be a quitter :• Smoked but quit in the past 6 months,• In the process of quitting smoking,or• Intend to quit smoking in the next 6 months

OR Respondent must be a reducer :• In the process of reducing smoking,or• Intend to reduce smoking in the next 6 months

30-minute self-administered online questionnaire

A total of 500 interviews were conducted

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S - Swedish

FE

EL

ING

S

Quitting is something positive, an healthy approach

INTEREST

•Looks very well and happy with no need for nicotine. •Looks satisfied.•Boring. •Doesn’t directly reflect the product.

•Good looking woman. •Naked girl in the bathtub. •Sensual, beautiful.

•Well and healthy without cigarettes.•Felt I could get more energy.•Clear message. •Nice bike.

•Gives good message about stop smoking.•Shows that quitting smoking is something positive. •Message gets through.•Catchy slogan.

•Don’t have to sit at table to smoke.•Looks unpleasant to smoke sitting opposite someone.

•Boring.•Doesn’t say anything.•The text ruins the picture.

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Describe to a Friend

Base:Sweden

(200)

Positive (Net) 88

Execution (Subnet) 85

Specific Execution (Sub-Subnet) 59

Lady/model/beautiful lady/model smoking 10

Girl rides off on motorcycle/both hands on handle bar after she quits smoking/happy/in color

27

Girl in tub/at party/on a date/various situations smoking 17

Girl on the bike 14

Black and white/black & white/grey when smoking/unhealthy/color when not smoking/healthy

11

Narrator asking "Where would you be without a cigarette in your hand". 3

Stopped smoking/used Nicotinell/gum 2

Attractive/good looking women 12

Shows product/advertising product 3

Voice over saying "Lose the smoke, keep the fire" 5

General Execution (Sub-Subnet) 32

Slogan 12

Like/good commercial 10

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Describe to a Friend (cont’d)

Base:

Sweden

(200)

Message (Subnet) 16

Life after smoking/new/exciting/active life 3

Smoking is not cool/look/smell better when you don't smoke/healthier

2

Gets message across/think about quitting/gives

hope/encouragement

5

Product (Subnet) 8

Helps you quit smoking/curve craving 5

New/new product/gum/Nicotinell gum 1

Negative (Net) 15

Don't know 3

Nothing 1

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Main Idea

Base:Sweden

(200)

Main Idea (Net) 94

Product (Subnet) 10

Fun/Appeal (Sub-Subnet) 26

Still be/be cooler when you quit smoking 16

Get on with your life/take charge/can do more/anything 3

Life is better/have a better life 2

Get more out of life/improve life/be bold 2

Life can still be fun/exciting without cigarettes 2

Product Characteristics (Sub-Subnet) 6

Helps you quit/stop smoking 6

Health (Sub-Subnet) 16

Feel better/more energy/active/alive 7

Be healthy/healthier 6

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Main Idea (cont’d)

Base:

Sweden

(200)

Taste/Flavor (Sub-Subnet) 1

Ease/Convenience (Sub-Subnet) 3

Miscellaneous product (Sub-Subnet) 16

Spend your money on other things/save money 13

Miscellaneous Ideas (Subnet) 46

Stop/quit smoking 16

You look better when you don't smoke 5

Will be the same/don't have to change 1

Gain freedom/freedom from smoking 7

Buy/try product 4

Nothing 1

Don't know 6

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Brand Imagery vs. Advertising: “Agree Completely/Agree Somewhat” Ratings

SwedenBase: 200

Is a growing brand 61I can identify with other users of this brand 35Is a brand I would recommend to others 54Is worth paying more for 24Is a brand I can trust 49Helps me stop smoking 56Is a brand that understands smokers 44Is for serious quitters 64Helps me stop smoking without losing my passion for living 46Is a modern brand 72Available in several flavors 79Comes in a form I like 63Can help me achieve freedom from smoking 67Talks to me like an ex-smoker 27Helps me recapture vitality I have lost from smoking 39Makes me feel I can successfully quit 49The right brand for me 47Makes quitting easier 63

AVERAGE: 52