This may be due to sample demographics. University campuses have been reported to hold events where the products were promoted with free samples, coupons, etc. While product awareness, trial and interest were all quite low, they were highest among young adults and male smokers.
These results are consistent with previous studies which found that current or previous male smokers are more likely to try new forms of smokeless tobacco [ 3 , 7 , 35 , 36 ]. Promotions are also linked to familiarity, trial and likelihood of trying Camel Dissolvables. In fact, all of the consumers who had tried Camel Dissolvables had received some type of promotion.
The ITS further reinforced these findings; respondents not only believed these ads are targeted to smokers, but smokers themselves feel more targeted and are more likely to purchase these new smokeless tobacco products. This exploratory study has several limitations. The primary retail point-of-purchase marketing strategies for RJR's Camel Dissolvable tobacco products were evaluated in only one U. Therefore, these results may not be fully representative to the universe of tobacco retailers.
In addition, the field audit did not include a detailed comparative analysis of the new products with popular cigarette products. However, our findings are consistent with the stated marketing plans of RJR and provide a snapshot of the ongoing test marketing of Camel Orbs, Sticks and Strips.
Further research is needed to monitor marketing strategies and sales outcomes of these products over time. Study findings also suggest that promotions, especially those aimed at trial i.
In-store and bar promotions are also consistent with a younger smoker target for Camel Dissolvables. Although these results do provide some insight into the marketing of Camel Dissolvables, they are exploratory in nature and are limited by the relatively small sample size as well as the sample selection and demographics. While the primary audience for the point-of-purchase retail advertising and promotion of the new dissolvable products appears to be existing smokers, these promotions may increase visibility of the products to youth.
The ads, candy-like appearance of the Camel Dissolvables, and their ability to be used discretely may encourage new young users. In addition, as Camel Dissolvables are promoted as a means to use tobacco where smoking is not permitted or acceptable, they may hinder quit attempts in existing smokers and promote dual use of both cigarettes and smokeless tobacco.
While the long-term public health consequences of dual tobacco use have not yet been established, public health and tobacco control researchers have advocated that in order to further reduce population harms from tobacco use, ST marketing activities aimed at new users or promoting dual use, including dissemination of free samples, providing consumers' instruction in product use, using youth-appealing messages, new flavorings and low nicotine levels, should be restricted [ 23 ].
These activities are now subject to regulation as a result of the Family Smoking Prevention and Tobacco Control Act, enacted in , which gave the FDA broad authority over the manufacture, marketing, distribution, sale, and importation of tobacco products. One major area of focus for the FDA is in evaluating products such as the Dissolvables, which are purported to reduce harm or the risk of tobacco-related diseases as compared with other commercially marketed tobacco products.
To do so, the FDA must have sufficient data to understand the public health effects of such products as well as their appeal to youth [ 37 ]. Information on the marketing and promotional strategies of new smokeless tobacco products, such as Camel Orbs, Strips and Sticks, and the impact of these products on public perceptions and tobacco use behaviours may better inform regulators and health professionals' policy and practice decisions in order to reduce future tobacco-related morbidity and mortality.
Current retail promotional strategies for RJR's Camel Orbs, Strips and Sticks suggest a more selective, rather than intensive distribution, targeted toward existing smokers. Surveys indicated that both smokers and non-smokers perceived Camel Dissolvables promotions as targeting smokers.
However, consumer awareness of Camel Dissolvables during test marketing was very low; males and current and former smokers had greater awareness, interest and trial of the products. The study was conducted in two phases. In the initial phase, an audit of tobacco retailers' point of purchase advertising and promotions was performed; consumer surveys constituted the second phase. The field audit consisted of a random sampling of retailers representing six different store types gas stations, convenience and grocery stores, liquor stores, drug stores and tobacco shops in the eight counties surrounding and including Indianapolis.
The field audit took place approximately one year after the start of the test market from December 15, to January 15, In each county, the most densely populated cities were identified to serve as the field audit locations.
A field audit protocol was developed to ensure researcher calibration, systematic and parallel data collection across all audit localities. Each researcher was instructed to randomly select two stores from each of the six retail categories in each audit locality.
Where permissible, researchers took digital photographs of product displays and advertisements. The final sample included 81 stores representing six different store types.
The data was then entered into an Excel spreadsheet for cataloguing, coding and content analysis. Analysis included frequency counts and percentages. Given the size of the final sample, all percentages were rounded to whole numbers. In the second phase, two surveys were used to better understand consumer awareness, interest and perceptions of the Camel Dissolvables product line. In addition, specific questions about Camel Dissolvables tobacco were incorporated.
After gauging consumers' awareness and knowledge of tobacco products including the Camel Dissolvables, respondents were shown promotional materials from a color-printed package onsert Figure 1. Subsequently, respondent perceptions and interest in the Camel Dissolvables were assessed. All participants completed the entire survey. The ITS compared subjects' perceptions of ad targets for several non-tobacco products, as well as other newer Camel products such as Camel Snus and Camel No.
Respondents were asked to identify each ads' intended target category i. All data were summarized via descriptive statistics including counts, frequencies and means. Mortality and Morbidity Weekly Report. Google Scholar. Tob Control. Reynolds American: Reynolds American completes acquisition of Conwood. Reynolds RJ: Camel snus smokefree spitfree tobacco in a pouch. Koch W: Tobacco 'orbs' melt in mouth.
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Sign In or Create an Account. Sign In. Advanced Search. Search Menu. Article Navigation. Close mobile search navigation Article Navigation. Volume Article Contents Abstract. Declaration of Interests. Peter Cabrera-Nguyen, PhD.
Oxford Academic. Patricia Cavazos-Rehg, PhD. Melissa Krauss, MPH. Yoonsang Kim, PhD. Sherry Emery, PhD. Cite Cite E. Select Format Select format. Permissions Icon Permissions. Abstract Introduction:. Table 1. DTP awareness among all respondents a. DTP awareness among current smokers b. Former smoker d 1. Yes 1. Within 1 year 0. Yes 0. Male 1. High school 1. Unemployed, not in labor force 0. LGBT 1. Never married 0. Black 0. Midwest 1. Open in new tab. Table 2.
DTP ever use among all respondents a. DTP ever use among current smokers b. FDA recently proposed a rule clarifying the jurisdiction over tobacco products, drugs, and devices. If you make, modify, mix, manufacture, fabricate, assemble, process, label, repack, relabel, or import dissolvables, you must comply with the requirements for manufacturers.
This office also provides online educational resources to help regulated industry understand FDA regulations and policies. If you sell dissolvables, please read this summary of federal rules that retailers must follow.
In addition, our website offers more information on regulations, guidance, and webinars for retailers. You can find more information on the Importing and Exporting webpage. If you have questions about importing a specific tobacco product, please contact the FDA district into which your product will be imported.
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