From Skoal Bandits to Marlboro Snus: The evolution of marketing moist smokeless tobacco pouches

Significance: Smokeless tobacco pouches are currently sold as cigarette brand line extensions such as Marlboro Snus. Skoal Bandits, a smokeless tobacco pouch, was first introduced in 1983. The aggressive marketing plans for Skoal Bandits may aid our understanding of newer campaigns.

Objective: Describe Skoal Bandits history and marketing strategies.

Methods: Analysis of previously secret tobacco industry documents.

Results: US Smokeless Tobacco (USST) first marketed Skoal Bandits to smokers as an alternative to smoking and to attract new tobacco users. USST defined users as: smokers, triers, substitutors only when smoking was impossible, and starters. USST predicted smokers would be the most profitable target. In 1983 USST found equal numbers of smokers would substitute Bandits as would use them in addition to smoking (dual usage). USST sales plans targeted smokers short term and non-smokers long term. The 1983 slogan, “Take a Pouch instead of a Puff” depicted Bandits used in airplanes and meetings. USST was forced to alter this slogan in 1984, because it implied a safer product. USST then emphasized “social acceptability, lifestyle, and peer pressure,” themes that historically attracted youth. Bandits slogans included: “The little pouch of pleasure (1985).” Later USST focused on new flavors.

Discussion: USST's later focus on new users is consistent with current Skoal advertising, while Marlboro and Camel Snus seem to be positioned towards smokers and nontraditional users. Since Altria now owns Skoal, they can appeal to both smokers and new tobacco users. There is a need for more comprehensive restrictions upon marketing smokeless products.