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

BackgroundBackground Results – Direct Mail Types/PurposesResults – Direct Mail Types/Purposes

MethodsMethods

Tobacco or Spa? Tracing the Evolution of Salem’s New “Refresh your Spirit” CampaignOlivia Wackowski, MPH & M. Jane Lewis, DrPH, - University of Medicine & Dentistry of New Jersey - School of Public Health

Results- Direct Mail Types/PurposesResults- Direct Mail Types/Purposes

Discussion/ConclusionsDiscussion/Conclusions

ResultsResults

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.

Q: How did Salem’s marketing go from

this to this?

• 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

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.

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.

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.

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.

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)

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

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)

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

Salem ad, 1957

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