Visual Exhibits

 

Tobacco Industry Direct Marketing Strategies - Coupons

 

Cigarette companies provide coupons for savings on cigarette packs or cartons for a number of reasons, including reducing price and decreasing the impact of increased taxes on tobacco products. Coupons may be distributed through direct mail, newspapers or other advertising, and take-home items in retail stores. Coupons that are distributed through direct mail promote brand loyalty and contain unique identifiers allowing the company to track and record utilization in its customer profile databases and tailor future mailings and promotions. For those who get their coupons through another source, such as from a newspaper, coupons containing a space for redeemer’s name, address, etc., generate new names for the direct mail databases. See coupon examples below.

 


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Brand: Virginia Slims
Date of Item: 2009
Media Type: Other - Paper
Item Category:Women, Direct Mail, Coupon - Discount
Description:Blue colored direct mail from Virginia Slims featuring an image of a woman in a purple coat and pink scarf. "Confidence has a color." Direct mail piece included 6 coupons.


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Brand: American Spirit
Date of Item: 2009
Media Type: Magazine
Item Category: Advertisement,Coupon - Discount
Description: Two sided ad for American Spirit cigarettes in promotion of the brand's organic blends. Ad includes offer for $20 in gift certificates to try the product, and three tear away cards promoting the offer to "pass on" to others. Ad found in: The Advocate - May 2009; Entertainment Weekly - May 29th 2009; Popular Science - May 2009; Playboy - June 2009;



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Brand:Camel
Date of Item: 2009
Media Type: Magazine
Item Category: Advertisement,Coupon - Discount,Chewing Tobacco/Snuf,Flavored Product
Description:Two sided magazine ad in promotion of Frost flavored Camel Snus, featuring a large image of the tin package on the front side of the ad. Underneath the image are the words "bar-friendly." On the back side of the ad is a coupon for a free tin of Camel Snus upon purchase of any tobacco product. Ad found in: Playboy, May 2009;

 


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Brand: Kool
Date of Item: 2008
Media Type: Other - Paper
Item Category: Minorities,African American,Direct Mail,Coupon - Discount,Menthol
Description: Direct mail booklet from Kool, featuring interviews with various Hip Hop artists on their collaboration for a song called "Ayayaya". Piece refers receivers to Kool's website for more information and to download the song, and includes 4 cigarette coupons.


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Brand: Camel
Date of Item: 2007
Media Type: Other - Paper
Item Category: Brand Loyalty - Product, Direct Mail,Coupon - Discount
Description: Direct mail from Camel featuring a blindfold gift and two coupons - 1 coupon for $4.00 off a pack and one coupon to get a pack free when buying a pack. Piece comes with a small booklet describing the "blendology" of Camel - the blending of various types of tobacco and flavor notes used to create Camel's tobacco blend. The booklet suggests receivers use the blindfold to better smell the Camel scents."


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Brand: Marlboro
Date of Item: 2005
Media Type: Direct Mail,Coupon - Discount
Item Category: Direct Mail from Marlboro received around June 2005. Mailer piece is a large holder for coupons. One side of the mailer features an image of a cowboy smoking a cigarette. The other side features a partial pull out image of a pack of Marlboro Reds against a blue background. This pull out includes 3 $1.00 off a pack coupons.


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Brand: Skoal
Date of Item: 2007
Media Type: Other - Paper
Item Category: Direct Mail,Coupon - Discount,Chewing Tobacco/Snuf,Flavored Product
Description: Direct mail sent in the spring/summer of 2007 introducing and promoting Skoal citrus blend moist smokeless tobacco. Piece features an image of the products lying on a beach with a yacht visible in the background. A coupon for $2.00 off is included.
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