Smokeless tobacco advertising – an analysis of changing messages and strategies

Background: Although sales of cigarettes have dropped in the past few years, those for smokeless tobacco products (SLT) are on the rise, as are the number of these products currently available. Advertising and promotion for smokeless tobacco products too have increased, with a record high of $250.8 million in spending in 2005, according to the Federal Trade Commission.

Methods: This presentation examines images and messages in ads and brand websites from major smokeless tobacco brands (as well as the stated intentions of these SLT companies). Results were obtained through review of news accounts, SLT ads and website pages tracked and collected by the Trinkets and Trash Collection, a surveillance system of tobacco promotional materials.

Results: SLT brand marketers utilize both traditional advertising channels (e.g., print ads) and brand-specific websites to promote new products and expand markets for existing ones. This has included placement in general population magazines in addition to traditional SLT outlets, and use of promotions that frame SLT as a way for smokers to survive smoke-free air venues. Three Camel and Marlboro SLT brand websites, along with traditional SLT brand online offerings, promote products and lifestyles for registered consumers. In addition to these direct-to-consumer promotions, relationship-marketing tactics reminiscent of cigarette promotions have been employed. Images, messages, and placement frequently suggest targets outside SLT's traditional user base.

Conclusions: SLT brand promotions suggest a broadening of SLT's traditional target markets and use of new tactics and promotional channels. Monitoring of promotions is necessary to identify targets and counter their influence.