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

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.