A convenience sample of 39 pieces of direct mail and magazine ads between 2004

1
Tobacco or Spa? Tracing the Evolution of Salems
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 Salems marketing go from

By January 2006, the evolution to the new
campaign was complete. Salems 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, Salems 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 Salems 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
  industrys 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 (TT)? TT 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 Salems
previous hip-hop themed promotions.