Marketing Approach
Consumer Communications
We work hard to market our products to adult tobacco consumers and to limit the reach of our materials to unintended audiences. We verify that dippers are 21 or older before they receive branded one-to-one communications, enter one of our brand websites or attend consumer engagement programs.
- One-to-one Communications: We use direct mail and email to support the launch of products, invite adult tobacco consumers to consumer engagement programs, announce brand promotions and deliver coupons and other communications. We maintain a secure database of qualified adult tobacco consumers that are age-verified and have told us they would like to hear from us. A person may request to no longer receive communications from us at any time.
- Consumer Websites: Our age-restricted brand websites enable adult tobacco consumers to interact with our brands. We use these sites to build brand equity, deliver news and provide promotional support.
- Consumer Marketing Activities: We offer consumer engagement programs that reinforce brand equity, support the launch of new products and deliver promotions to adult tobacco consumers.
Determining Magazine Advertising Placement
We advertise in magazines to build awareness of our brands with adult tobacco consumers. When selecting the magazines, we're careful to pick those publications that are predominately read by adults. Where we use print advertising (newspapers, magazines, periodicals or other publications), we are guided by the Food and Drug Administration’s proposed definition of the term "adult publication". Under this standard, an adult publication is one:
- whose readers younger than 18 years of age constitute 15 percent or less of the total readership as measured by competent and reliable survey evidence; and
- that is read by fewer than 2 million persons younger than 18 years of age as measured by competent and reliable survey evidence.
If a magazine doesn't meet these criteria, we won't advertise in it.
Trade Programs
We offer trade programs to retailers and wholesalers that help them responsibly manage the smokeless tobacco category. Our retail trade program is built on effective category management principles, including:
- merchandising our products in an organized way;
- having our brands in-stock and available;
- having our most popular brands in the preferred positions;
- clearly communicating price and promotional offers; and
- deterring access by underage purchasers.
The program also includes several features to help prevent underage access to tobacco products that are not required by federal law, including:
- training store personnel who sell tobacco products using We Card® or equivalent training;
- displaying We Card or equivalent signage;
- using an age verification tool;
- placing retail signage that tells adults not to buy tobacco products for kids; and
- adhering to the Smokeless Tobacco Master Settlement Agreement.
We also limit the number of USSTC signs at retail.
Social Media
Social media has become a ubiquitous part of everyday life for many people and a powerful channel for companies to stay connected to their consumers. We are committed to keeping our consumers at the center of everything we do. As social media continues to shift how people communicate across the world, we will consider the implications for how we responsibly engage with our adult tobacco consumers. As always, we will be guided by our current marketing practices, including taking steps designed to limit reach to unintended audiences.