Tobacco users' perceptions of Camel Snus: Reactions from Camel's online community

Background: In the summer of 2006, Camel introduced its first smokeless tobacco product, Camel Snus, into two test market cities – Portland, Oregon and Austin, Texas. This presentation will describe tobacco users' perceptions and experiences with the product and its test-marketing, as noted on camelsnus.com.

Methods: We conducted a content analysis of message board postings on Camel Snus' brand website, which is available to registered site users, describes the product, and provides an online forum for users to discuss product relevant topics and to communicate with each other.

Results: Camel's predetermined message board topics (e.g., “favorite flavors”) served to solicit promotional statements about the product from consumers. Users of this online community posted predominantly favorable evaluations of the product and expressed hopes that its availability expand. Postings communicated the perceived benefits of Camel Snus, including its spit-free characteristics and its practicality in an environment of growing indoor-smoking bans. Message posts also revealed that users, including regular Camel cigarette smokers and also those outside of the test market cities, had received samples of the product by mail. Users from outside cities were also found to post requests asking those living in the pilot test cities to buy and mail them additional Camel Snus products.

Conclusions: These findings indicate that Camel has received positive feedback from early Snus users, that initial marketing efforts were not limited to the two testing sites, and that marketing also targeted existing Camel cigarette smokers, who might be tempted to switch to Snus instead of quitting.