246967 Evolution of snus marketing – a review of brand slogans, images and messages since test-marketing

Monday, October 31, 2011: 11:30 AM

M. Jane Lewis, DrPH , School of Public Health, University of Medicine and Dentistry of New Jersey, New Brunswick, NJ
Olivia Wackowski, MPH , School of Public Health, University of Medicine and Dentistry of New Jersey, New Brunswick, NJ
In the summer of 2006, a tobacco manufacturer introduced its first smokeless tobacco productbinto two test market cities – Portland, Oregon and Austin, Texas. By 2009, the product was launched nationally accompanied by an aggressive marketing campaign. Since that time marketing for this product has been both persistent and dynamic, with changes to its product flavor styles, packaging, multiple redesigns of its brand website, and the use of several different advertising campaign slogans, images and messages. This presentation will draw from archives of the brand's website since its inception and over 100 magazine ads and direct mailings to present a chronological overview and analysis of the variety of product looks, slogans, images, messages and strategies used to market this product through early 2011. Marketing materials will be obtained from a surveillance system and archive of tobacco promotional materials. The presentation will demonstrate the brand's uses of targeted marketing including the use of unique ads tailored to particular magazines, and targeted messages and mailings sent to smokers. Surveillance of this new product is warranted given its aggressive marketing, familiar brand name, and potential appeal among a new audience of smokers and young people.

Learning Areas:
Public health or related research
Social and behavioral sciences

Learning Objectives:
Describe changes to Camel Snus’ product offerings and packaging since 2006. Describe the main themes and messages of different campaigns and waves of advertising materials. Discuss the brand’s use of targeted marketing and tailored communications.

Keywords: Spit Tobacco, Marketing

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am qualified to present because I oversee a surveillance archive and system of tobacco industry marketing materials.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.