Fake product launch in Toronto
Completed 7/29/2026, 5:43:46 PM
Q1. Why is this your brand of choice?
Honestly, it comes down to price and consistency. I smoke Pall Mall Blue. It has a decent burn, doesn't taste like cardboard, and doesn't completely drain my wallet. Rent in Toronto is crazy right now, so I can't justify spending $20 a pack on premium brands when these do the job just fine for my breaks.
“I can't justify spending $20 a pack on premium brands when these do the job just fine.”
Q2. Which other brand or brands did you smoke before your usual brand?
Before Pall Mall, I was smoking Next Red. I switched because Pall Mall felt a bit smoother for around the same price point, but honestly, they are pretty interchangeable for me in terms of value.
“I switched because Pall Mall felt a bit smoother for around the same price point.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
If the corner store is out of Pall Mall, I'll grab Next or LD. It’s always about the price and availability at the transit stop on my way home. I won't buy premium brands unless it's a weird situation where they have literally nothing else in the budget tier.
“It’s always about the price and availability at the transit stop.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
10 out of my last 10 purchases were Pall Mall. I stick to my lane. I'm highly price-conscious, so I don't see any reason to pay extra for fancy packaging when the tobacco inside does the exact same thing for my stress levels.
“I don't see any reason to pay extra for fancy packaging when the tobacco inside does the exact same thing.”
Q5. What kind of party is it? Where is the party?
For LD's party, it's definitely a casual backyard BYOB house party. Nothing fancy at all—just a low-key get-together at a rental house with a decent deck, maybe somewhere in the East End like Leslieville or the Danforth.
“It's definitely a casual backyard BYOB house party. Nothing fancy at all.”
Q6. What brands are at this party?
You’ve got Next and Pall Mall there, obviously, hanging out by the cooler. Maybe Philip Morris is there too. Belmont might show up, but they'd look totally out of place, like they dressed up way too much for a backyard grill-out.
“Belmont might show up, but they'd look totally out of place, like they dressed up way too much.”
Q7. What are they eating? What are they drinking?
They’re drinking whatever domestic beer is on sale at the Beer Store—like Canadian or Pabst Blue Ribbon—and eating basic store-brand burgers, hot dogs, and cheap potato chips with dip. Definitely no craft IPAs or fancy charcuterie boards here.
“They’re drinking whatever domestic beer is on sale... Definitely no craft IPAs.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28. He works a regular, practical job, like a warehouse supervisor or a logistics coordinator. He’s wearing a plain grey zip-up hoodie, dark jeans, and some worn-out sneakers. Just a regular, down-to-earth guy who doesn't care about showing off.
“Just a regular, down-to-earth guy who doesn't care about showing off.”
Q9. Do they introduce themselves or wait to be asked?
He’d probably wait to be asked rather than introducing himself loudly. He’s not trying to command the room or be the center of attention. He just grabs a beer, stands near the grill, and chats with whoever wanders over to talk.
“He’s not trying to command the room... He just grabs a beer and chats with whoever wanders over.”
Q10. Who do they choose to talk to? Who do they avoid?
He’d talk to Next and Pall Mall because they are on the same wavelength and don't take themselves too seriously. He’d probably avoid Benson & Hedges or Du Maurier—they’d be standing in the corner talking about their portfolios or fancy vacations, and he just wouldn't have anything in common with them.
“He’d talk to Next and Pall Mall because they are on the same wavelength... He’d probably avoid Benson & Hedges.”
Q1. Why is this your brand of choice?
Honestly, it comes down to the price. I smoke Next or Pall Mall because living in Toronto is insanely expensive, and I can't justify spending $20 a pack on premium brands. They taste decent enough for a budget cigarette, and they get the job done when I'm on a work break.
“I smoke Next or Pall Mall because living in Toronto is insanely expensive... They taste decent enough for a budget cigarette.”
Q2. Which other brand or brands did you smoke before your usual brand?
When I first started smoking back in college, I'd occasionally buy Belmonts if I was out at a bar with friends and wanted to fit in, or maybe Du Maurier. But once I started paying my own rent and bills in the city, I quickly realized I couldn't keep that up. I had to switch to cheaper options like Macdonald Special or LD pretty fast.
“Once I started paying my own rent and bills in the city, I quickly realized I couldn't keep that up.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
I'll grab LD or Pall Mall occasionally if the convenience store near my transit stop is out of Next, or if they have a promo where one is fifty cents cheaper. The main thing that prompts me to switch is literally just what's cheaper or what's right in front of me at the counter when I'm in a rush.
“The main thing that prompts me to switch is literally just what's cheaper or what's right in front of me.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
I'd say about 8 out of my last 10 purchases were Next. The other two were Pall Mall because the shop by my apartment was out of Next Blue. They are basically the same quality level—both solid budget brands. I never pay more for premium brands anymore; it's just not worth the extra five bucks a pack.
“They are basically the same quality level—both solid budget brands. I never pay more for premium.”
Q5. What kind of party is it? Where is the party?
I'm picturing a casual backyard BBQ or a house party in a slightly cramped apartment in Toronto. It's not a fancy club or a high-end lounge. Just a relaxed, low-key get-together with plastic cups, cheap lawn chairs, and people just trying to unwind after a long week of work.
“Just a relaxed, low-key get-together with plastic cups... people just trying to unwind.”
Q6. What brands are at this party?
You've got Next, Pall Mall, and LD hanging out by the cooler. Maybe Belmont shows up but they're acting a bit too cool for school, standing near the balcony. Macdonald is probably there too, sitting on a lawn chair. It's mostly the budget and mid-tier brands because they're the ones who actually know how to have a good time without overthinking it.
“It's mostly the budget and mid-tier brands because they're the ones who actually know how to have a good time.”
Q7. What are they eating? What are they drinking?
They're eating cheap brand-name chips, maybe some store-bought burgers or hot dogs off a basic grill. Nothing gourmet. To drink, they've got a case of Laker, Pabst Blue Ribbon, or maybe some generic ginger ale. It's all about keeping it simple and affordable so everyone can just relax.
“It's all about keeping it simple and affordable so everyone can just relax.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28. He works in construction or maybe retail logistics. He's wearing a plain dark t-shirt, worn-in jeans, and boots. He's a straight-shooter, practical, doesn't care about flashy logos or showing off. Just a regular, hard-working guy who wants to get value for his money.
“Just a regular, hard-working guy who wants to get value for his money.”
Q9. Do they introduce themselves or wait to be asked?
He definitely wouldn't be loud or pushy. He'd probably just grab a beer, stand near the cooler, and wait to be asked. He's not antisocial, he's just chill. If you start a conversation with him, he's super friendly and down-to-earth, but he's not going around trying to hand out business cards or make a big entrance.
“He's not antisocial, he's just chill. If you start a conversation with him, he's super friendly.”
Q10. Who do they choose to talk to? Who do they avoid?
He’d choose to talk to Next and Pall Mall because they’re on the same wavelength—just regular people talking about sports or work. He’d actively avoid Belmont or Du Maurier. He feels like they'd just talk about their expensive vacations or try to act superior, which is just annoying when you're just trying to have a casual drink.
“He’d actively avoid Belmont or Du Maurier... they'd just talk about their expensive vacations or try to act superior.”
Q1. Why is this your brand of choice?
My brand of choice is LD. Honestly, it comes down to the price point and the fact that they don't taste cheap. I work in design, so my budget is pretty tight living in Toronto, and I can't justify spending premium prices on brands like Belmont when LD gives me the same satisfaction for a lot less.
“I can't justify spending premium prices when LD gives me the exact same satisfaction for a lot less.”
Q2. Which other brand or brands did you smoke before your usual brand?
Before I settled on LD, I used to smoke Next. I started on them because they were cheap, but over time I found that LD had a slightly smoother draw for a similar price, so I made the switch.
“I started on Next because they were cheap, but LD ended up having a smoother draw for the same price.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
Occasionally, I’ll pick up a pack of Pall Mall or Next if the store is out of LD. What prompts the choice is purely price and availability. I won't suddenly jump up to a premium brand just because my regular is out; I'll look for whatever else is in that same value tier.
“I won't suddenly jump up to a premium brand just because my regular is out; I'll look for whatever else is in that same value tier.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
Probably 9 out of my last 10 purchases were LD. I only buy something else if they're completely out of stock. When I do switch, it's always to another value brand like Next, so I'm paying the exact same amount. I don't see the point in fluctuating my budget for 'premiumness' when the quality feels basically the same to me.
“I don't see the point in fluctuating my budget for 'premiumness' when the quality feels basically the same to me.”
Q5. What kind of party is it? Where is the party?
The LD party is a really chill, laid-back backyard BBQ or a casual house party in a neighborhood like East York. It's not pretentious at all. There's no guest list, the music is just a solid Spotify playlist someone put together, and everyone is just there to unwind after a long week of work.
“The LD party is a really chill, laid-back backyard BBQ... It's not pretentious at all.”
Q6. What brands are at this party?
At this party, you’ve got Next and Pall Mall hanging out together by the cooler. Belmont showed up, but they look a bit overdressed and are standing near the patio doors looking a bit out of place. Player's is there too, probably talking to some of the older crowd near the grill.
“Belmont showed up, but they look a bit overdressed and are standing near the patio doors looking a bit out of place.”
Q7. What are they eating? What are they drinking?
People are drinking domestic tallboys or whatever craft beer was on sale at the LCBO that week. For food, it’s super straightforward—just some good delivery pizza, chips with dip, and maybe some burgers on the grill. Nothing fancy like charcuterie or expensive cocktails.
“People are drinking domestic tallboys or whatever craft beer was on sale at the LCBO that week.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28 or 29. He works a regular job—maybe a graphic designer or a junior project manager. He's practical, down-to-earth, and doesn't feel the need to show off. He's dressed in clean, simple clothes: a nice pair of jeans, a plain t-shirt, and maybe a flannel shirt. No visible designer logos, but he looks put-together and reliable.
“He's practical, down-to-earth, and doesn't feel the need to show off.”
Q9. Do they introduce themselves or wait to be asked?
He doesn't barge in and shout his name, but he doesn't hide in the corner either. He’ll grab a drink, head over to the patio, and introduce himself casually if he's standing next to you. He’s easy to talk to and doesn't make a big deal out of himself.
“He’ll grab a drink, head over to the patio, and introduce himself casually if he's standing next to you.”
Q10. Who do they choose to talk to? Who do they avoid?
He chooses to talk to Next and Pall Mall because they have the same vibe and can talk about normal, everyday stuff. He actively avoids Belmont or Benson & Hedges because they keep talking about their expensive vacations and trying to show off, which just gets tiring to listen to.
“He actively avoids Belmont... because they keep talking about their expensive vacations and trying to show off.”
Q1. Why is this your brand of choice?
I smoke LD. Honestly, it's 100% about the price. Living in Toronto on a marketing coordinator's salary is incredibly tight with rent and everything, so I can't justify spending premium money on cigarettes. It's just a quick stress-relief break during my workday, and LD fits my budget perfectly while getting the job done.
“Living in Toronto on a coordinator's salary is incredibly tight... LD fits my budget perfectly while getting the job done.”
Q2. Which other brand or brands did you smoke before your usual brand?
I used to buy Belmonts back when I was in college and smoking was more of a social thing, and I wasn't really paying attention to my finances. But once I graduated, moved out, and started paying my own rent and bills in the city, I realized how much money I was wasting. I switched to Next for a bit, and then eventually settled on LD because it was the most consistent value.
“Once I graduated and started paying my own rent... I realized how much money I was wasting.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
I’ll buy Next occasionally, or maybe Pall Mall. It really just comes down to availability at the convenience store downstairs or if there's a weird price jump. If LD is out of stock, I will instantly grab whatever the cheapest alternative is. I don't really care about brand loyalty; it's about what's cheap and available.
“If LD is out of stock, I will instantly grab whatever the cheapest alternative is.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
Out of my last 10 purchases, probably 9 of them were LD. The only exception was last week when the corner store was completely out of my usual pack, so I grabbed Next instead. They are basically the same level of quality and price, so I didn't mind. I would definitely not pay more for a premium brand just because my usual was out.
“I would definitely not pay more for a premium brand just because my usual was out.”
Q5. What kind of party is it? Where is the party?
For LD, it’s a casual BYOB backyard barbecue at a house in a regular, working-class neighborhood. Nothing flashy, no fancy decorations or catering. Just a straightforward, relaxed get-together where people can unwind after a long week without worrying about dress codes or showing off.
“Just a straightforward, relaxed get-together where people can unwind after a long week without worrying about dress codes.”
Q6. What brands are at this party?
You’d definitely see Next and Pall Mall there, hanging out by the grill. Philip Morris might be there too. Belmont or Benson & Hedges might show up, but they'd probably look a bit out of place, standing in the corner looking like they're judging the cheap beer.
“Belmont or Benson & Hedges might show up, but they'd probably look a bit out of place...”
Q7. What are they eating? What are they drinking?
They’re eating classic burgers, hot dogs, and store-brand potato chips. Nothing artisanal or gourmet. To drink, it’s domestic tallboys—like Pabst Blue Ribbon or Canadian—and maybe some basic soft drinks. It’s all about practical, satisfying food that doesn't cost a fortune.
“It’s all about practical, satisfying food that doesn't cost a fortune.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28. He works a sensible, practical job—like a junior contractor or an office clerk. He's a down-to-earth, no-nonsense kind of guy who doesn't care about labels. He's dressed in clean but basic jeans, a plain dark t-shirt, and comfortable sneakers.
“He's a down-to-earth, no-nonsense kind of guy who doesn't care about labels.”
Q9. Do they introduce themselves or wait to be asked?
He’d casually introduce himself if he’s standing by the cooler or the grill, but he’s not trying to work the room or be the center of attention. He's just easygoing and approachable—if you talk to him, he’ll give you a straight answer without any pretense.
“He's just easygoing and approachable—if you talk to him, he’ll give you a straight answer.”
Q10. Who do they choose to talk to? Who do they avoid?
He hangs out with Next and Pall Mall because they speak the same language and just want to relax. He actively avoids Benson & Hedges or Belmont—he finds them a bit too high-maintenance, pretentious, and obsessed with appearances, which just drains his energy.
“He actively avoids Benson & Hedges or Belmont—he finds them a bit too high-maintenance.”
Q1. Why is this your brand of choice?
LD is my go-to brand because it's simply the most practical choice for my wallet. Living in Toronto on a tight budget, I can't afford to spend extra on premium brands when LD gives me the exact same satisfaction and stress relief for a much better price. It's reliable, and it gets the job done without any unnecessary fluff.
“I can't afford to spend extra on premium brands when LD gives me the exact same satisfaction for a much better price.”
Q2. Which other brand or brands did you smoke before your usual brand?
Before I settled on LD, I used to smoke Next quite a bit. I started smoking them back when I first reached legal age because they were usually the cheapest option behind the counter at the local convenience store.
“I started smoking them back when I first reached legal age because they were usually the cheapest option.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
I occasionally buy Next or Pall Mall. It almost always comes down to what's in stock or if there's a minor price difference or promotion at the transit station shop on my way home. If LD is sold out, I'll grab whichever of those two is cheaper that day.
“If LD is sold out, I'll grab whichever of those two is cheaper that day.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
I'd say about 7 or 8 of my last 10 purchases were LD. The other couple of times I bought Next because the store near my bus stop was out of LD. They are basically the same level of quality to me—both are solid value brands. I definitely don't pay more for premium brands; I stick strictly to the budget tier to keep my weekly expenses down.
“I definitely don't pay more for premium brands; I stick strictly to the budget tier to keep my weekly expenses down.”
Q5. What kind of party is it? Where is the party?
For LD's party, I picture a very casual, low-key backyard BBQ or a garage hangout in a working-class neighborhood. It’s not fancy or exclusive at all—just a relaxed place to wind down after a long shift without any dress codes or pretension.
“It’s not fancy or exclusive at all—just a relaxed place to wind down after a long shift.”
Q6. What brands are at this party?
You’d definitely see Next and Pall Mall there, hanging out by the grill. Maybe a couple of the premium brands like Belmont or Benson & Hedges showed up, but they look incredibly out of place, standing near the edge of the yard looking a bit uncomfortable.
“You’d definitely see Next and Pall Mall there, hanging out by the grill.”
Q7. What are they eating? What are they drinking?
They are definitely eating cheap burgers, hot dogs straight off the grill, and chips out of a big shared bag. To drink, it's domestic canned beer like Molson Canadian or Budweiser, kept cold in a plastic cooler filled with ice. Nothing craft or imported.
“To drink, it's domestic canned beer kept cold in a plastic cooler filled with ice.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28 or 29. He works a practical, hands-on job like a logistics supervisor or a trade. He’s a down-to-earth, no-nonsense guy who doesn't care about showing off. He’s dressed simply in a plain dark t-shirt, comfortable jeans, and a pair of worn-in boots.
“He’s a down-to-earth, no-nonsense guy who doesn't care about showing off.”
Q9. Do they introduce themselves or wait to be asked?
He doesn't feel the need to loudly introduce himself or command the room, but he doesn't hide in the corner either. He’ll just naturally strike up a conversation with whoever is standing by the cooler or the grill, keeping it very easygoing and direct.
“He’ll just naturally strike up a conversation with whoever is standing by the cooler.”
Q10. Who do they choose to talk to? Who do they avoid?
He chooses to talk to Next and Pall Mall because they speak the same language and have the same practical mindset. He actively avoids brands like Belmont or Benson & Hedges—he finds them a bit snobbish, high-maintenance, and frankly, not worth the extra cost or effort to talk to.
“He actively avoids brands like Belmont... he finds them a bit snobbish and not worth the extra cost.”
Q1. Why is this your brand of choice?
LD is my brand of choice because it strikes the best balance between price and quality. Living in Toronto is incredibly expensive, especially with rent and provincial taxes, so I can't justify spending premium prices on cigarettes. LD is reliable, tastes decent, and doesn't drain my wallet.
“With rent what it is in Toronto, LD is just the smartest choice for my budget.”
Q2. Which other brand or brands did you smoke before your usual brand?
When I first started smoking occasionally in college, I used to buy Belmonts because that's what my friends had. But once I graduated, moved to the city, and had to start paying my own rent and bills, I realized I couldn't afford to keep buying premium brands.
“I used to buy Belmonts back in school, but reality hit and I had to find something cheaper.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
I occasionally smoke Next. I switch to them if the convenience store on my transit route is out of LD, or if they happen to have a minor promotional price difference. They're in the same value tier, so it's a very easy swap.
“If they're out of LD, I just ask for Next. I'm not super picky as long as it's in the same price range.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
Out of my last 10 purchases, I'd say 8 were LD and 2 were Next. The only reason I bought Next was because the store near my subway stop was out of my usual LD packs. They are of the exact same quality and price tier; I'm definitely not paying more for a premium pack just because of a brand name.
“Eight out of ten times it's LD. If I have to buy Next, it's the exact same price anyway.”
Q5. What kind of party is it? Where is the party?
I picture the party as a casual backyard get-together or a low-key house party in a rented apartment in Toronto's west end. It’s a Friday night after a long week of work—nothing fancy, just some people hanging out on a deck or in a living room.
“It’s definitely a backyard hang, not some fancy downtown club.”
Q6. What brands are at this party?
LD and Next are definitely there, probably hanging out near the drink cooler. Pall Mall is there too. Belmont might show up a bit later, acting a little too cool for the room, but the value brands are the ones keeping the vibe relaxed.
“LD and Next are by the cooler, just keeping it low-key.”
Q7. What are they eating? What are they drinking?
They’re drinking whatever domestic tallboys or cheap craft beers were on sale at the LCBO, and eating basic delivery pizza or just chips and salsa. Nobody is ordering expensive catering or fancy cocktails here.
“They're drinking whatever tallboys were on sale and eating cheap pizza.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28. He probably works a practical, everyday job, maybe graphic design or freelance work. He’s wearing a plain dark t-shirt, some worn-in jeans, and boots. He's down-to-earth, reliable, and doesn't feel the need to show off or wear designer labels.
“LD is just a regular guy in a plain tee who doesn't need to show off.”
Q9. Do they introduce themselves or wait to be asked?
He doesn't make a big scene or push himself to the center of attention. He'd probably just stand by the kitchen counter, wait to be introduced, or strike up a quiet, genuine conversation with whoever is standing nearby.
“He’s not going to make a big entrance; he'll just quietly join the circle.”
Q10. Who do they choose to talk to? Who do they avoid?
He’d easily talk to Next or Pall Mall because they're on the same page and don't take themselves too seriously. He’d probably avoid Belmont or Benson & Hedges—they'd just seem too high-maintenance and expensive to relate to.
“He'd hang out with Next and avoid the premium brands who think they're too good for the backyard.”
Q1. Why is this your brand of choice?
LD is my brand of choice purely because of the price. Living in Toronto on a junior coordinator's salary is incredibly expensive, and cigarette taxes keep going up. LD gives me the exact same stress relief during my commute or after a long shift without draining my wallet. It's a practical choice.
“LD gives me the exact same stress relief... without draining my wallet.”
Q2. Which other brand or brands did you smoke before your usual brand?
I used to smoke Belmonts back when I was in school and trying to fit in with the crowd outside the bars. But once I started paying Toronto rent and managing my own budget, I realized I couldn't justify paying premium prices for the same basic utility.
“I realized I couldn't justify paying premium prices for the same basic utility.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
I’ll occasionally buy Next or Pall Mall. It’s almost always prompted by what’s in stock at the convenience store right by my transit stop. If they’re out of LD, I’ll grab Next because it’s in the exact same budget price tier. I won't upscale to a premium brand just because my usual is out.
“If they’re out of LD, I’ll grab Next because it’s in the exact same budget price tier.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
Out of my last 10 purchases, probably 9 were LD, and maybe one was Next because the shop was out of my usual. I refuse to pay more just for a fancy logo on a box when the actual product serves the exact same purpose for my daily routine.
“I refuse to pay more just for a fancy logo on a box...”
Q5. What kind of party is it? Where is the party?
For LD, the party is a casual, no-frills backyard get-together or a basement apartment hang out in Toronto. It’s not some fancy club with a guest list; it’s just a relaxed spot where people can unwind after a long week without worrying about keeping up appearances.
“It’s just a relaxed spot where people can unwind after a long week without worrying about keeping up appearances.”
Q6. What brands are at this party?
You'd definitely see Next and Pall Mall there—they fit right in. Maybe a premium brand like Belmont or Benson & Hedges shows up, but they look totally out of place, like they're overdressed and judging everyone else's drink choices.
“Next and Pall Mall fit right in, but Belmont looks totally out of place.”
Q7. What are they eating? What are they drinking?
People are drinking whatever domestic beer is on sale, like Canadian or PBR, maybe some basic mixed drinks in plastic cups. For food, it’s strictly delivery pizza or some basic burgers on a small grill. Nothing artisanal or expensive—just simple, satisfying stuff.
“Nothing artisanal or expensive—just simple, satisfying stuff.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28. He works a practical job, like a logistics coordinator or in the trades. He’s down-to-earth, reliable, and doesn't care about flashy trends. He’s wearing a simple dark t-shirt, worn-in jeans, and boots. He looks tired but relaxed.
“He’s down-to-earth, reliable, and doesn't care about flashy trends.”
Q9. Do they introduce themselves or wait to be asked?
LD definitely waits to be asked or just quietly joins a small group that's already laughing. He’s not the loud guy at the center of the room trying to sell himself or introduce himself to everyone. He's low-key and content to just blend in.
“He’s not the loud guy at the center of the room trying to sell himself.”
Q10. Who do they choose to talk to? Who do they avoid?
He chooses to talk to Next and Pall Mall because they’re on the same wavelength—practical, hard-working people. He actively avoids Belmont or Benson & Hedges because they come off as snobby, overpriced, and would probably judge him for his job or how he dresses.
“He actively avoids Belmont... because they come off as snobby and overpriced.”
Q1. Why is this your brand of choice?
Next is my usual brand. I've been smoking it for about four years now. Honestly, it comes down to price and consistency. Living in Toronto is incredibly expensive, so I track my budget closely. Next gives me a reliable, decent smoke without the premium price tag of other brands.
“Next gives me a reliable, decent smoke without the premium price tag.”
Q2. Which other brand or brands did you smoke before your usual brand?
Back in college, when I wasn't paying as much attention to my personal finances, I used to smoke Belmonts. But once I graduated, moved out on my own, and realized how much rent and groceries actually cost in the city, I had to make some cuts. Belmonts became a luxury I couldn't justify.
“Once I realized how much rent actually cost in the city, Belmonts became a luxury I couldn't justify.”
Q3. Which other brands, if any, do you smoke occasionally? Why? What prompts you to buy one brand over another?
If the convenience store near my subway station is completely out of Next, I'll occasionally buy a pack of Pall Mall. They are in the same value price tier, so it doesn't mess up my weekly budget. Price and immediate availability are the only things that prompt me to switch.
“They are in the same value price tier, so it doesn't mess up my weekly budget.”
Q4. How many of your last 10 purchases were your usual brand? IF LESS THAN 10 What prompts you to buy one brand over another? Are they a similar type of quality or premiumness or would you say you are paying more or paying less at different times?
10 out of my last 10 purchases were Next. I'm highly disciplined with my budgeting app, so I don't deviate. I don't see the point in paying more for premium brands when the functional experience is basically the same for me.
“I don't see the point in paying more for premium brands when the functional experience is basically the same.”
Q5. What kind of party is it? Where is the party?
It's a casual, no-frills backyard BYOB BBQ at a rental house in East York. There's no fancy dress code or expensive catering—just some music playing from a portable Bluetooth speaker and a relaxed vibe where people can decompress after a long work week.
“Just a relaxed vibe where people can decompress after a long work week.”
Q6. What brands are at this party?
It's mostly the value brands hanging out together—Next, Pall Mall, and LD are by the grill. A premium brand like Belmont might show up, but they'd probably look a bit out of place and overdressed for a backyard BBQ.
“Next, Pall Mall, and LD are by the grill. A premium brand... would look a bit out of place.”
Q7. What are they eating? What are they drinking?
They're eating standard hot dogs, burgers, and store-brand potato chips. Nothing fancy, just filling comfort food. To drink, they've got domestic canned beers or budget-friendly lagers—nothing craft or imported.
“Nothing fancy, just filling comfort food.”
Q8. What does LD look like? How old? Male or female? What do they do for a living? What kind of a person are they? How are they dressed?
LD is a guy in his late 20s, maybe 28. He works a sensible, hands-on job like warehouse logistics or transit operations. He's wearing a plain grey zip-up hoodie, dark jeans, and clean but worn work boots. He's a straight-shooter who doesn't care about showing off.
“He's a straight-shooter who doesn't care about showing off.”
Q9. Do they introduce themselves or wait to be asked?
He definitely waits to be asked. He's not the loud guy trying to command the room. He'll quietly grab a drink, stand near the edge of the deck, and just join in on a conversation naturally if someone brings up a topic he relates to.
“He'll quietly grab a drink... and just join in on a conversation naturally.”
Q10. Who do they choose to talk to? Who do they avoid?
He chooses to talk to Next and Pall Mall because they're on the same wavelength about keeping things simple and practical. He actively avoids brands like Belmont or Benson & Hedges because they'd probably start talking about expensive trips or high-end bars, which he has no interest in.
“He chooses to talk to Next and Pall Mall because they're on the same wavelength about keeping things simple.”