![Page 1: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/1.jpg)
Tobacco Industry Marketing Tactics
Gabriel Glissmeyer Betsy Brock, MPH
Association for Nonsmokers-Minnesota
2017 Minnesota Tobacco Control Conference January 25, 2017
![Page 2: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/2.jpg)
About Us
![Page 3: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/3.jpg)
Tracking Tobacco Industry Marketing
• ANSR started this work in 2010
• Currently, the work is funded by ClearWay MinnesotaSM
• We use the information we gather to:
– Build the evidence base
– Inform tobacco control professionals
– Inform tobacco control policy
![Page 4: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/4.jpg)
Agenda
• Background: tobacco marketing regulation • Direct to consumer marketing overview and
examples – Email marketing – Web marketing – Social media marketing – Direct mail marketing
• Case studies: – Marlboro Black – Swisher Sweets digital marketing
![Page 5: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/5.jpg)
Regulation of Marketing 101
• Marketing is largely treated as “speech” and is protected by the First Amendment
• Very difficult to regulate
![Page 6: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/6.jpg)
Tobacco Advertising and Promotion Restrictions
• 1966: Cigarette warning labels required on packs
• 1971: Cigarette advertising banned from airways
• 1986: Smokeless Tobacco warning labels required
• 1997: End of Joe Camel
• 1998: Tobacco settlements
• 2009: Family Smoking Prevention and Tobacco Control Act
![Page 7: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/7.jpg)
• Master Settlement Agreement (1998)
• Smokeless Master Settlement Agreement (1998)
• MN Tobacco Settlement (1998)
These settlements are legal agreements between Attorneys General and the largest tobacco companies. Most smaller tobacco companies are not part of the settlements.
Regulation of Tobacco Advertising and Promotion
![Page 8: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/8.jpg)
MN Tobacco Settlement
• Largest monetary recovery in state history
• $6.1 billion lump sum with ongoing payments in perpetuity
• Recovery of 33-million previously secret tobacco company documents
![Page 9: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/9.jpg)
Settlements: No More Marketing to Children
• No more tobacco billboards.
• No more branded merchandise.
• No more ads in magazines with “high youth readership.”
• No more paid placement of cigarettes in movies.
![Page 10: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/10.jpg)
In 2014, the tobacco companies spent $9.5 billion marketing cigarettes and smokeless tobacco products in the U.S.
• That is more than $26 million dollars per day
• In Minnesota, this translates to $115.8 million per year or more than $317,000 per day
FTC and Campaign for Tobacco-Free Kids
![Page 11: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/11.jpg)
• Direct marketing is one way companies can reach consumers
– Opt-in and under the radar
– Started in 1970s
– Seen as a way to reach existing customers, recruit new customers, and build brand loyalty
– Personalized, one-on-one communication
Direct Marketing
![Page 12: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/12.jpg)
Direct Marketing
• There is evidence that this type of marketing is used to target:
– Women
– People of low SES status
– Young adult smokers
– Menthol smokers
Sources: Brown-Johnson et al., 2014; Richardson et al., 2014; Lewis et al., 2015
![Page 13: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/13.jpg)
Direct Marketing
• These strategies are:
– Harder to justify regulating.
– Partially shield the industry from claims that they are targeting kids.
![Page 14: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/14.jpg)
Direct Marketing Mediums
• Web
• Mobile technology
• Direct mail
• In-person recruitment
• Social media…
![Page 15: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/15.jpg)
Web Marketing
• All of the largest tobacco companies operate “brand websites”
–Access to (most of) these websites is restricted by age
• These websites serve a variety of purposes such as: sweepstake/contest promotion, coupon distribution, and social networking
![Page 16: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/16.jpg)
February 2016
![Page 17: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/17.jpg)
March 2016
![Page 18: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/18.jpg)
March 2016
![Page 19: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/19.jpg)
July, 2012 This contest featured over $4 million in music-themed prizes
![Page 20: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/20.jpg)
March, 2013
![Page 21: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/21.jpg)
Camel Snus Website: July, 2013
![Page 22: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/22.jpg)
![Page 23: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/23.jpg)
February, 2013
![Page 24: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/24.jpg)
Marlboro website: October, 2014
![Page 25: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/25.jpg)
Camel Snus Website: July, 2013
![Page 26: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/26.jpg)
Longhorn website: July, 2013
![Page 27: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/27.jpg)
Longhorn website: July, 2013
![Page 28: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/28.jpg)
Grizzly website: July, 2013
![Page 29: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/29.jpg)
Grizzly website: July, 2013
![Page 30: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/30.jpg)
Grizzly website: July, 2013- “Wood chipper” video
![Page 31: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/31.jpg)
Social Media Marketing
• Growing issue
• Larger tobacco companies avoid social media, smaller companies use the medium
![Page 32: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/32.jpg)
January 2017
![Page 33: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/33.jpg)
January 2017
![Page 34: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/34.jpg)
![Page 35: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/35.jpg)
![Page 36: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/36.jpg)
Email Marketing
• Email marketing is primarily used to drive traffic to tobacco company websites. Emphasis on promotion of:
– Sweepstakes
– Coupons
– New products
![Page 37: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/37.jpg)
Email from Virginia Slims: January 2017 Subject line: “Grab your coupons and check out some wonderful winter recipes!”
![Page 38: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/38.jpg)
Email from General Snus: December 2015 Subject line: “Celebrate the season with exclusive savings”
![Page 39: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/39.jpg)
Email from Vuse: December, 2015 Subject line: “Order new VUSE Connect While Supplies Last”
![Page 40: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/40.jpg)
Email from Grizzly: December, 2015 Subject line: “Happy Holidays from Grizzly”
![Page 41: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/41.jpg)
Email from Marlboro: September, 2014
![Page 42: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/42.jpg)
Email from Marlboro “Flavor Makers” September, 2014
![Page 43: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/43.jpg)
Email from Marlboro “Black” September, 2014
![Page 44: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/44.jpg)
Email from Black & Mild: July, 2013
![Page 45: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/45.jpg)
Email from Swisher Sweets: September, 2014
![Page 46: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/46.jpg)
Email from Marlboro: February, 2013
![Page 47: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/47.jpg)
Email from MarkTen: October, 2014
![Page 48: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/48.jpg)
Email from Citizens for Tobacco Rights: October, 2014
![Page 49: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/49.jpg)
Email from Marlboro, December, 2015 Subject line: Betsy, claim your coupon and get in on the action. This email promotes multiple purposes: coupons, new product, and contests. Also, the new Marlboro app is promoted at the bottom.
![Page 50: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/50.jpg)
Email Marketing: Observational Study
• January 2010-May 2015 (n=6,990)
• Companies use email to communicate as often as 8-9x per month
• Most common purposes: contest promotion (54%), promotion of website content (39%), and coupon promotion (16%)
• Emails promoting coupons were also nearly 2x more likely to promote menthol (95% CI: 1.52-2.37)
![Page 51: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/51.jpg)
Direct Mail Marketing
• Primary vehicle for the distribution of tobacco coupons.
• Tobacco coupons are an important tobacco company strategy, they are used to:
–Manipulate the price of tobacco products
– Encourage users to try a new product or brand extension
–Discourage quitting
![Page 52: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/52.jpg)
Camel Snus
coupon mailing.
January, 2012
![Page 53: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/53.jpg)
“Tobacco industry marketing: an analysis
of direct mail coupons and giveaways”
Published in Tobacco Control
Brock, B., Schillo, B.A., & Moilanen, M.
![Page 54: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/54.jpg)
Direct Mail Marketing: Observational Study
• Analyzed a sample of 659 mailings (July, 2011-June, 2012)
• 85.6% contained at least one tobacco coupon
• The average estimated coupon value per mailing was $4.17
• Camel and Marlboro mailings heavily promoted snus, often alongside cigarettes
![Page 55: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/55.jpg)
Mobile Apps
• Emerging issue
• Limited (so far!)
![Page 56: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/56.jpg)
Camel App (The Oasis)
![Page 57: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/57.jpg)
Marlboro App (MHQ)
![Page 58: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/58.jpg)
Marlboro App (MHQ)
![Page 59: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/59.jpg)
Coming soon! Grizzly App
![Page 60: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/60.jpg)
Case Study: Marlboro Black
![Page 61: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/61.jpg)
Marlboro
• Marlboro is one of the most valuable global brands
• Marlboro is the number one cigarette in the U.S.
– 41% market share
![Page 62: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/62.jpg)
What image do you think of when you hear “Marlboro”?
![Page 63: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/63.jpg)
![Page 64: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/64.jpg)
Marlboro Black
• Released in 2010
• A Cigarette for Millenials
• Cheaper price, usually $1-$1.50 less
• “Bold” marketing with “urban” feel
• Menthol emphasis: a direct challenge to Newport
![Page 65: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/65.jpg)
January 2017
![Page 66: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/66.jpg)
Marlboro “Black” website: October, 2014
![Page 67: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/67.jpg)
January 2017
![Page 68: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/68.jpg)
January 2017
![Page 69: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/69.jpg)
January 2017
![Page 70: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/70.jpg)
Email from Marlboro Black: December 2016 Subject line: “The next chapter in bold menthol is here”
![Page 71: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/71.jpg)
![Page 72: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/72.jpg)
Case Study: Swisher Sweets
• Available in many flavors, some are seasonal
• Cheap
• Number #2 cigar brand among youth aged 12-17
• Highly enhanced marketing campaign in last 1-2 years which relies heavily on social media marketing and online promotion
![Page 73: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/73.jpg)
January 2017
![Page 74: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/74.jpg)
January 2017
![Page 75: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/75.jpg)
January 2017
![Page 76: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/76.jpg)
January 2017
![Page 77: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/77.jpg)
January 2017
![Page 78: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/78.jpg)
January 2017
![Page 79: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/79.jpg)
January 2017
![Page 80: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/80.jpg)
Austin Takeover April 2016
![Page 81: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/81.jpg)
![Page 82: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/82.jpg)
![Page 83: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/83.jpg)
![Page 84: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/84.jpg)
![Page 85: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/85.jpg)
Key Takeaways
• The tobacco industry is very creative, knows how to reach consumers under our radar
• We are up against a powerful industry with lots of $$
• We should expose the tobacco industry at every chance we get
![Page 86: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/86.jpg)
Want to take on the industry?
• Join us for: – Menthol Coalition meetings, last Wednesday of every
other month (Feb 1) at NorthPoint Clinic
– Statewide tobacco coalition, every month at ClearWay Minnesota
– Follow our Instagram page @projectwatchansr
651-646-3005
![Page 87: Tobacco Industry Marketing Tactics - Stagetime …stagetimeproductions.com/tobaccoconference/presentations...Tobacco Industry Marketing Tactics Gabriel Glissmeyer Betsy Brock, MPH](https://reader030.vdocuments.net/reader030/viewer/2022041106/5f08eccc7e708231d4246355/html5/thumbnails/87.jpg)
Thank You!