Table 2:

Menthol tobacco products developed and/or launched by PM to compete with Salem in Singapore, 1983–1988.

Brand name	Project code name(s)	Date started development plans	Date launched in Singapore	Outcome	Sample advert for Singapore audience	Description of sample advert
Marlboro Menthol	MM, Suzie37	Not known	May 198333	Rejected by consumers	None found
Marlboro Lights Menthol	MLM, Pansy33	November 198433	Not known	Rejected by consumers in March 1987 tests30		A rugged cowboy with horses, smoking a cigarette in a refreshing mountain scene30
Virginia Slims Lights Menthol	VSLM	Not known	Quarter 1 of 198541	Share rose from 0.1% (1985) to 1.7% (1987)32		A young Western woman in a stylish dress, smoking a cigarette30
Accord	Dial-A-Menthol	July 198544	July 198648	Failed to sustain consumer interest		Proposed packaging for the Accord brand in Singapore85
Not known	Generic Menthol	July 198544	Not launched	To be launched only if Dial-A-Menthol and VSLM failed44	None found
California	Byzantium	August 198553	Not launched	Target launch December 1987;51 fell through		A surfer rides a wave with the tagline ‘listen to the wave’86
Alpine	RFM,87 Alpine	March 198730	September 198839	5.1% share in Oct 1988; dropped to 0.4% in Nov 1988 with no rebound24		A man lies in a hammock while a woman caresses his back, with the tagline ‘fresh is Alpine’30