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. 2010 Jan;100(1):78-87.
doi: 10.2105/AJPH.2008.152603.

Tobacco industry consumer research on smokeless tobacco users and product development

Adrienne B Mejia  1 , Pamela M Ling
Affiliations

Tobacco industry consumer research on smokeless tobacco users and product development

Adrienne B Mejia et al. Am J Public Health. 2010 Jan.

Abstract

Since 2006, RJ Reynolds (RJR) and Philip Morris have both introduced new smokeless "snus" tobacco products. We analyzed previously secret tobacco industry documents describing the history of RJR and Philip Morris's consumer research, smokeless product development, and marketing strategies. We found that RJR had invested in smokeless research, development, and marketing since 1968. RJR first targeted low-income males through sampling and sponsorship at fishing, rodeo, and baseball events, and through advertising portraying the user as "hard working." In the early 1990s, Philip Morris and RJR hoped to attract more urban, female smokeless users. The current "snus" campaigns appear to appeal to these targeted consumers and smokers in smoke-free environments. These efforts may expand the tobacco market and undermine smoking cessation.

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Figures

FIGURE 1
FIGURE 1
Examples of snus marketing: (a) advertisement from Marlboro Snus Web site promoting snus products as a way to use tobacco in a smoke-free environment such as an airplane; (b) advertisement from Camel Snus Web site promoting snus use in a workplace meeting; (c) advertisement from Camel Snus Web site highlighting snus' Swedish origins with a Swedish model; and direct mailers for Camel Snus (d) highlighting the cool, refreshing properties of the product and (e) distinguishing snus from chewing tobacco.
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