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New Smokeless Tobacco Products: Experiences of a Test Market State


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5th National Summit on Smokless & Spit Tobacco, 9.09

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New Smokeless Tobacco Products: Experiences of a Test Market State

  1. 1. New Smokeless Tobacco Products: Experiences of a Test Market State Kylie Menagh, MPH Oregon Public Health Division [email_address]
  2. 2. Today, we’ll talk about <ul><li>Promotions/Sampling background </li></ul><ul><li>Camel Snus: </li></ul><ul><ul><li>Test-Marketing & Messages </li></ul></ul><ul><ul><li>Public Health Response </li></ul></ul><ul><li>Camel Dissolvables: </li></ul><ul><ul><li>Test-Marketing & Messages </li></ul></ul><ul><ul><li>Public Health Response </li></ul></ul><ul><li>“ What’s Next?” </li></ul>
  3. 3. Tobacco Promotion in Oregon <ul><li>Since 1998 (at least) : Marlboro & Camel nights, rodeo sponsorship, racing team, Lorillard Hoop It Up </li></ul><ul><li>2006-7: Camel Snus test marketed </li></ul><ul><li>2007: Camel No. 9 promoted heavily </li></ul><ul><li>2009: Camel Orbs, Strips, Sticks test marketed </li></ul>A “Lite” history of tobacco promotions:
  4. 4. Tobacco Sampling in Oregon* *not including in-store giveaways, or tax-stamped cigarette packs <ul><li>Since 1999, tobacco companies have given away $4.12 million’s worth of non-cigarette tobacco products </li></ul>
  5. 5. So, Why Portland? Why Oregon? <ul><li>Portland is an urban population, known for being liberal, young, and edgy… but we are also primarily a rural state </li></ul>
  6. 6. Why Oregon? We have a best practices-based, policy-focused, comprehensive tobacco control program… but program cuts have reduced local capacity to monitor and respond
  7. 7. Why test smokeless in Oregon? <ul><li>Smokeless tobacco use in Oregon is pretty similar to the rest of the country </li></ul>13.6% 11 th Grade Males 5% 8 th Grade Males 8% Rural Adult Males 9% Males, 18-24 6.5% Adult Males
  8. 8. Why Oregon? <ul><li>Twice as many cigarettes sampled in OR than WA... we have half the population </li></ul><ul><li>Washington state licenses and monitors tobacco sampling 70.155.050 </li></ul><ul><li>California has a robust monitoring system </li></ul><ul><li>Portland seems to be the preferred test market on the West Coast </li></ul>
  9. 9. Camel Snus… <ul><li>Rhymes with Noose </li></ul>
  10. 10. 2006: Camel Snus comes to Portland, OR, & Austin, TX <ul><li>Snus is a moist snuff product that comes in small, teabag-like pouches. </li></ul><ul><li>Steam-cured rather than fire-cured. </li></ul><ul><li>Not fermented. </li></ul><ul><li>Doesn’t cause spitting. </li></ul><ul><li>Primarily consumed in Norway and Sweden, until recently introduced to the US by RJR, PM, and Lorillard. </li></ul>
  11. 11. Highly Visible in Stores <ul><li>Neon-lit, refrigerated displays on counter tops </li></ul><ul><li>“ How To” Brochures </li></ul><ul><li>Storefront posters </li></ul><ul><li>Sandwich board signs on sidewalks </li></ul><ul><li>Signs on telephone poles </li></ul>
  12. 12. In-store Brochures: Messages?
  13. 13. Direct Mail: Messages <ul><li>Coupons </li></ul><ul><li>Collectible tins </li></ul><ul><li>Reframing smokeless tobacco for new audiences… “not dip” </li></ul><ul><li>“ Get the pleasure, avoid the smoke” </li></ul><ul><li>Package has been redesigned to look more like a cell phone, less like a can of chew </li></ul>
  14. 14. Alternative Weekly Newspaper Inserts & Ads <ul><li>“ The Abridged Guide to Snusing” </li></ul><ul><ul><li>At least 3 different editions </li></ul></ul><ul><li>“ Pleasure for Wherever” </li></ul><ul><li>Positioned as urbane, adventurous, and convenient to use in “the infinite list of places and circumstances where it is appropriate to Snus”… (and it is illegal to smoke) </li></ul>
  15. 15. How to Snus: Messages?
  16. 16. Where to Snus: Messages?
  17. 17. Alternative Weekly Newspaper Ads: Messages?
  18. 18. Online
  19. 19. Response: Media Advocacy <ul><li>Key Messages: </li></ul><ul><ul><li>Targeting kids </li></ul></ul><ul><ul><li>Marketed as something discreet </li></ul></ul><ul><ul><ul><li>Appeals to kids </li></ul></ul></ul><ul><ul><ul><li>Undermines quitting intentions due to smokefree workplaces </li></ul></ul></ul><ul><ul><li>Addictive and harmful </li></ul></ul><ul><ul><ul><li>Not a healthy alternative </li></ul></ul></ul><ul><ul><ul><li>Not a cessation product </li></ul></ul></ul>
  20. 20. Response: Media Advocacy <ul><li>&quot;I see it as a young adult marketing strategy, and we have a lot of hip young adults in this city,&quot; Cushing said. And &quot;if it appeals to a 22-year-old, I think you can assume it will appeal to a 16-year-old. Because what do 16-year-olds want to be? Twenty-two.“ </li></ul><ul><li>The Tobacco-Free Coalition of Oregon's Tabithia Engle was blunter. &quot;Nicotine is an extremely addictive drug,&quot; she said. &quot;The tobacco industry is in Oregon trying to hook our kids.” </li></ul><ul><li>The Oregonian. Snus: No smoke, no spit, but many worry about kids. Sunday, January 07, 2007 </li></ul>
  21. 21. Response: monitoring <ul><li>BRFSS </li></ul><ul><li>Coordinated with national partners (Lois Biener, Bob Anderson) to support their research </li></ul><ul><ul><li>Focus groups </li></ul></ul><ul><ul><li>Monitoring marketing messages </li></ul></ul>
  22. 22. Now what?? <ul><li>And then in 2007… </li></ul>
  23. 23. Camel No. 9
  24. 24. Camel No. 9
  25. 25. And what now?! <ul><li>2009 </li></ul>
  26. 26. Wall Street Journal. Sept. 14, 2008 Reynolds moves to be on top when smoke clears: Dissolvable tobacco offered as smoking bans proliferate; critics say it looks like candy <ul><li>“ R.J. Reynolds Tobacco Co. is introducing three dissolvable smokeless products in its latest bid to make its tobacco more accessible within a society that's clamping down on smoking.” </li></ul>
  27. 27. 2009: Camel Dissolvables <ul><li>2009: Camel Orbs, Strips, Sticks </li></ul><ul><li>Tested in Portland, OR; Columbus, OH; Indianapolis, IN </li></ul><ul><li>What are they? </li></ul><ul><ul><li>Finely milled tobacco held together with food-grade binders </li></ul></ul><ul><li> </li></ul>
  28. 28. Any familiar messages here?
  29. 29. Dissolvables: Alternative Weekly Newspaper inserts with coupons
  30. 30. Online
  31. 31. And, of course, at a store near you
  32. 32. Response: Media Advocacy <ul><li>“ The tobacco industry is gearing up to trump anti-smoking legislation by peddling new dissolvable nicotine products -- still addictive and risky like cigarettes, but without the smoke.” </li></ul>
  33. 33. Response: Local Media Advocacy <ul><li>Medford, OR </li></ul><ul><li>&quot;The increase of smokeless tobacco use here among teens is significant and alarming — and dissolvable tobacco is just as addictive as smoking,&quot; said Stevenson. </li></ul><ul><li>Also described health effects </li></ul><ul><li>TV coverage </li></ul>
  34. 34. Response: Public Policy <ul><li>Assisted Sen. Merkeley’s office </li></ul><ul><li> </li></ul><ul><li>“ In response to a drop in the number of cigarette smokers and new laws limiting smoking in public, Big Tobacco has resorted to outrageous tactics to hook a new generation of our children on tobacco.” </li></ul><ul><li>Same key messages </li></ul>
  35. 35. Oregon Legislative Efforts <ul><li>HB 2358: Non-cigarette Tobacco Sampling Ban </li></ul><ul><li>Providing free tobacco samples is a deliberate method for recruiting new and younger tobacco users, who often become addicted to tobacco for life. </li></ul><ul><li>This bill was meant to help prevent Oregon youth from starting to use tobacco products, preventing future tobacco-related deaths and health care costs. </li></ul><ul><li>Passed the House with a vote of 49 to 11 but died in committee in the Senate </li></ul>
  36. 36. What WILL they think up next??? <ul><li>Will we see an increase in smokeless use? </li></ul><ul><li>Will new populations initiate smokeless? </li></ul><ul><li>Will we see dual usage? </li></ul><ul><li>Will we see reductions in tobacco cessation? </li></ul><ul><li>Public Health will be there… </li></ul><ul><li>monitoring, educating, advocating </li></ul>