USST essentially took Good Luck and rebranded it as Skoal Bandits according to the more masculine, nationally-distributed, and broadly recognized Skoal brand name.
In Conwood Co. The Task Force planned to focus MST marketing for the first time on a broader, mainstream target audience [ 47 , 48 ]. The Skoal Bandits pouch products aimed to recruit young never-users of tobacco as well as appeal to smokers interested in quitting [ 48 ]. The Bandits Task Force discussed market segmentation for the first time in a meeting, and identified smokers as the largest cluster of Bandits consumers in the short term [ 44 ].
Advertisements framed pouched MST as sophisticated, easy-to-use, and socially acceptable [ 48 , 53 , 54 , 55 ].
The earliest advertisements for Skoal Bandits emphasized use as an alternative to smoking, particularly in smokefree environments. Of the smokers, Over the years, USST introduced more pouch products, marketed explicitly as situational substitutes for smokers under the Skoal brand. Pouched Product Evolution. By having the tobacco contained in a pouch, USST could send these products out via mail and give them out at events, without the onerous one-to-one demonstrations required to initiate unpouched MST use.
MST users no longer are limited to lower-nicotine pouched products before graduating to loose snuff, but instead pouched MST aims to continue tobacco addiction without the user ever having to use unpouched MST. This ad appeared, among other places, in the young male-targeted magazine Popular Mechanics. In the early s, new pouched products appeared from USST, Conwood, and Pinkerton, the three largest smokeless tobacco manufacturers Table 1.
This wave of pouched products introduced for the first time high-nicotine pouched MST, appealing to already-established smokeless users and heavy smokers. USST also introduced a new pouched MST product, Revel, in , which emphasized use in smoke-free environments but featured less rugged traditional brand imagery, aimed at a more diverse and metropolitan audience Fig.
In the leading U. Smokeless tobacco companies faced several hurdles to getting smokers to switch to smokeless or to supplement smoking with MST. First, nicotine delivery from smokeless tobacco is slower than cigarettes [ 65 ]. Second, most smokers perceived smokeless tobacco as unsophisticated [ 66 ].
Rather than the niche marketing and tedious one-on-one sampling previously employed to teach people how to use traditional MST, [ 44 ] sample packs of Bandits came with step-by-step instructions on their wrapper explaining how to use them Fig.
Mass distribution of free samples dramatically increased the scale of Bandits promotions, while advertising emphasized two staple themes 1 appealing to smokers and 2 recruiting new users among groups not already using MST.
This is what USST did [ 68 ]. Mass sampling events took place in conjunction with other campus-sanctioned activities, and at locations where students gathered e. College representatives were instructed to educate samplers and future users about how to use Skoal Bandits, dispel prejudices against smokeless tobacco, and to do everything in their power to make Bandits look cool [ 74 ].
The USST College Marketing program newsletter Smokeless Signals included glowing reports from college representatives about their experiences distributing free samples. A sampling program such as this is a great eye opener. The college marketing program provided not only a method to disseminate product, but valuable feedback for USST to determine what products enticed young adults.
While smokeless tobacco was perceived in the s as something used by older, rural, mostly Caucasian men, initial success in converting new users and lowering the age of the average user led USST to explore Skoal Bandits as a means to appeal to groups previously not considered viable for smokeless tobacco marketing. However, neither Skoal Bandits nor other pouched MST caught on significantly in these nontraditional smokeless tobacco demographics, for reasons discussed below [ 5 ].
Selling MST in pouched form became an important strategy for lowering barriers to initiation among new smokeless tobacco users, whether for preexisting smokers or new tobacco users [ 13 , 80 ]. Because of its contained ease of use, lower free nicotine content, [ 11 ] and brand positioning as a different product from other forms of MST, pouched product sales have become a major segment of the current smokeless tobacco market.
In its acquisition of Conwood smokeless tobacco company, RAI acquired the discount brand, Grizzly, and introduced Grizzly pouches in The Grizzly brand now has the largest smokeless tobacco market share [ 5 ].
As of every major U. A much wider variety of pouched products are now available. While at the inception of the Lotus Project, pouch products' users were expected to graduate to the higher nicotine brands of loose MST, Skoal and Copenhagen, [ 13 , 33 ] over time pouch product variants of higher nicotine MST have also been introduced, including large size pouches of Skoal, Grizzly, and Copenhagen Table 1.
The average free nicotine in pouched MST has also dramatically increased, [ 11 , 65 ] demonstrating the creation of a parallel graduation process of exclusively pouched MST products that range from low to high nicotine levels.
The repeated introduction and promotion of pouched products in their myriad forms may have contributed to increasing the current smokeless tobacco prevalence to 3. Pouched products may have also contributed to major shifts in the demographic profiles of smokeless tobacco users. In , During the same period, young male adult rates of smokeless tobacco use rose from 2.
This trend over the past three decades suggests the main goal USST had initially set out for the Lotus Project was achieved [ 34 ]. Pouched MST products were also aimed at women, minorities, and urban white-collar workers. Yet, MST continues to have limited appeal outside of its traditional rural male demographic.
One possible explanation for the lackluster response of minorities and women to MST could be inconsistencies in marketing; namely, the tension between the putative inclusiveness of neat pouches and the macho exclusiveness of the Skoal brand. Admittedly, the majority of these tough-guy advertisements were for loose Skoal MST—not the pouched variety. Making smokeless tobacco mainstream and mass-marketable was their goal, and if increased usage is the benchmark of success, this strategy has been successful.
The cognitive dissonance within the Skoal brand, which includes both pouched and loose products, potentially drives traditional users away from a watered-down Skoal brand, while the lingering existence of tough male chauvinist imagery also blocks potential smokeless users from taking up pouched products.
Pouched MST and pouched snus first came to market in in the U. However, marketers have largely failed to move broader society away from longstanding perceptions that smokeless tobacco use is a messy, low-status product [ 67 ]. Increasing warning label size and including graphic warnings would reduce youth initiation to smokeless tobacco, [ 90 ] accenting the fact that pouched products are still tobacco products, even if branding for certain products attempts to distance it from traditional MST.
For existing smokers, cessation treatments must emphasize that attempting to quit by switching to smokeless tobacco is not effective, [ 91 ] and this strategy still exposes users to known carcinogens.
Historical analysis of the U. These factors are likely to impact the introduction and promotion of novel tobacco products in future years. Due to similar effects on youth initiation, regulatory policies to decrease youth tobacco initiation such as restricting characterizing flavors could be fruitfully applied to pouch products. AC Nielsen. ScanTrack retail measurement, smokeless category, grocery chennel, Total US and 50 retail markets. Illinois Preference for flavored noncombustible nicotine products among smokers motivated to switch from cigarettes.
Nicotine Tob Res. Validation of a measure of normative beliefs about smokeless tobacco use. New and traditional smokeless tobacco: comparison of toxicant and carcinogen levels. Examining market trends in the United States smokeless tobacco use: — Tob Control. Article PubMed Google Scholar.
Adolescent and adult perceptions of traditional and novel smokeless tobacco products and packaging in rural Ohio. Changing smokeless tobacco products: new tobacco-delivery systems. American Journal of Preventative Medicine. Article Google Scholar. Developing smokeless tobacco products for smokers: an examination of tobacco industry documents. Tobacco industry consumer research on smokeless tobacco users and product development.
Am J Public Health. Free nicotine content and strategic marketing of moist snuff tobacco products in the United States: Trends in smokeless tobacco use among adults and adolescents in the United States. Connolly GN. The marketing of nicotine addiction by one oral snuff manufacturer. Rogers JD. Beiner, Lois, and Clark, Pamela I. Test marketing of new smokeless tobacco products in four US cities.
Federal Trade Commission. Accessed 12 Dec Preventing tobacco use among youth and young adults: a report of the surgeon general. UST, inc. Q3 earnings call transcript. The Street, Trefis. Altria's smokeless tobacco is on fire. The Street Snuff is fermented during the curing process.
Snus, on the other hand, is steam pasteurized to eliminate impurities and keep it fresh. Snus must be refrigerated to maintain that freshness. Because of its water content, snuff can spoil, too. It should keep for a couple of weeks at room-temperature, but refrigeration is recommended for longer periods. When were skoal pouches launched? What are Skoal Bandits? How many different kinds of skoal snuff are their?
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