Visual Exhibits

 

Tobacco Industry Direct Marketing Strategies - Brand Loyalty

 

One of the intentions of direct marketing and of direct mail is to promote brand loyalty. Many tobacco companies have operated brand loyalty programs, which involve saving UPC codes or similar proofs of purchase (e.g., “Camel Cash”, Marlboro Miles”). Brand loyalty programs are designed to enhance brand loyalty, cultivate an ongoing relationship with the customer, and encourage frequent and increasing purchases in order to gain more points. As with airline frequent flyer programs, through tobacco purchases users accumulate points that can be saved and redeemed for a variety of products or “gifts”. These products can then themselves promote brand loyalty. The Master Settlement Agreement’s restrictions ban merchandise from displaying brand names and logos, former staples of brand loyalty programs, but many offerings nonetheless communicate brand identity through color or association with brand themes (e.g. red colored sporting/adventure offered by Marlboro) . By 2007, the programs for two leading brands, Marlboro and Camel, came to an end, but programs among other brands, including Basic and Newport, continue. Below, see examples of brand loyalty materials such as coupons, products, and product catalogues.

 


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Brand: Basic
Date of Item: 2008
Media Type: Other - Paper
Item Category: Brand Loyalty - Catalog,Direct Mail, Coupon - Discount
Description: Basic's "Best Things" 2008 Coupon Catalog, sent by direct mail. Includes an offer for 4 different types of coupons, redeemable for Basic UPCs, in addition to offers for a horseshoe set and Zippo lighter. Piece also provides 3 free cigarette coupons ($.75 off a pack, $5.00 off a carton, $4.00 off a carton).


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Brand: Newport
Date of Item: 2008
Media Type: Other - Paper
Item Category: Brand Loyalty - Catalog, Direct Mail, Coupon - Discount, Menthol
Description:Direct mail from Newport received in October 2008 presenting the latest items available for redemption from the brand's website in exchange for saved UPC codes. Piece also includes 3 coupons, each for $1.00 off a pack.


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Brand: Virginia Slims
Date of Item: 2/2005
Media Type: Other - Paper
Item Category: Women, Brand Loyalty - Catalog, Direct Mail
Description: Direct mail catalog from Virginia Slims. Pink cover with the words, "Fabulous You." Catalog includes items redeemable for Virginia Slims UPCs.


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Brand: Camel
Date of Item: 2004
Media Type: Other - Paper
Item Category: Brand Loyalty – Catalog, Direct Mail
Description: Camel Cash catalog. "The roaring 2000's comes to life with all new items." Also includes five $1 off one pack coupons, as well as instructions for viewing and ordering Camel Cash items online, as well as an order form to order items through the mail.


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Brand: Marlboro
Date of Item: 08/20/2003
Media Type: Other - Paper
Item Category:Brand Loyalty - Catalog, Direct Mail
Description: "Marlboro Unlimited Gear" catalog for ordering items using marlboro miles.


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Brand: Camel
Date of Item: 1993
Media Type: Other - Paper
Item Category: Brand Loyalty - Catalog, Direct Mail
Description: Camel cash catalog, volume 3: "Tell'em Joe sent you" Joe reflection in side car mirror, says "Objects in mirror are smoother than they appear." One type of direct mail package came with this catalog, a coupon, and a note about the new change in look for the Camel Cash notes.

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