Background

1. Tobacco or Spa? Tracing the Evolution of Salem’s New “Refresh your Spirit” Campaign Olivia Wackowski, MPH & M. Jane Lewis, DrPH, - University of Medicine & Dentistry of New Jersey - School of Public Health Background Results – Direct Mail Types/Purposes Results- Direct Mail Types/Purposes Q: How did Salem’s marketing go from By January 2006, the evolution to the new campaign was complete. Salem’s revised website and 2006 direct mail featured soft, natural and feminine images (see right) this to this? • The Refresh your Spirit campaign features: • information about massage and relaxation • ideas for arts and crafts projects • recommendations on “earthy” products such as aroma candles and sound machines • sweepstake trips to spa resorts, wine country • nature themed images and virtual activities 2004 - These and similar images, used in 2004 magazine ads and early 2005 direct mail, feature minority models, ethereal and urban themes, dark black backgrounds and sharp neon green colors. • In January 2006, Salem’s website and other promotional materials revealed a dramatically different look and feel • The light and natural themed “Refresh your Spirit” campaign replaced the previously more ethereal and urban themed “Stir the Senses” campaign, which often featured minority models and urban references • This poster traces the subtle transformation, describes the new campaign and discusses its implications • The Campaign Reflects: • themes of naturalness and health • a new target audience • a revisiting of early Salem/menthol advertising, which was aimed at women and emphasized nature and refreshment (see image, right) March, April and May 2005 (l to r) - These direct mail pieces use the same imagery as previous ads but gradually become lighter and brighter with less use of black, more use of yellow, and introductions of other colors such as blue and purple. Methods Salem ad, 1957 Discussion/Conclusions • A convenience sample of 39 pieces of direct mail and magazine ads between 2004 – September 2006 from the Trinkets and Trash collection were examined to describe their: • Imagery, including colors and use of models • Themes, including types of promotions featured • Changes in themes and imagery over time • Possible reasons for the shift include: • - Tie in with Salem’s 50th Anniversary; provides logical time for change • - Need for brand differentiation from Kool after formation of Reynolds America • Under different companies, Salem and Kool were menthol competitors • Under the same company, Kool is marketed as young and edgy menthol brand; Salem as menthol brand for older, less urban audience • Campaign is a recent example of the tobacco industry’s promotion of cigarettes using implicit perceptions of naturalness and health • Public health professionals should monitor Salem promotions to plan advocacy activities and counter potential resulting health misperceptions May (left) and September (right) 2005 - The direct mail piece on the left reveals a more natural green color & more natural-themed redeemable reward items such as candles and coffee. The right piece presents yet a lighter look with a softer shade of green and white lettering, uses the term “spirit” for the first time, and features reward items such as picnic baskets. What is Trinkets and Trash (T&T)? T&T is a surveillance system and online archive (www.trinketsandtrash.org) that collects, monitors, and documents current and historic examples of tobacco products and tobacco industry promotional materials. Images of items can be searched and saved from the website. Results • Sample of Salem materials included: • 2004: 3 direct mail pieces, 16 unique magazine ads • 2005: 13 direct mail pieces, no magazine ads • 2006: 7 direct mail pieces (thru 9/06), no magazine ads • * Note: by 2005 Salem no longer ran magazine advertising September (left) and November (right) 2005 - These pieces also reveal new use of models, including white couples and older professionals. African Americans are still featured, but not in an urban context. The sweepstakes to an Arizona resort (left) is a stark contrast to Salem’s previous hip-hop themed promotions.