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Menthol cigarettes now account for more than one-quarter of all cigarettes sold in the U.S. In fact, menthols — often described as “cooling,[link widoczny dla zalogowanych],” “soothing,” and “smooth” — make up a growing share of the shrinking cigarette market. Between 2004 and 2008, the percentage of adult smokers who smoked them increased from 30 percent to 34 percent. Experts say that menthol cigarettes’ minty flavor makes them more appealing to young people, more addictive, and harder to quit than regular cigarettes.
Menthol is the “ultimate candy flavoring,[link widoczny dla zalogowanych],” says Phillip Gardiner,[link widoczny dla zalogowanych], a researcher at the University of California’s Tobacco-Related Disease Research Program,[link widoczny dla zalogowanych], in Oakland. The Food and Drug Administration hasn’t yet decided on whether it agrees. When the FDA was given the authority to regulate tobacco products in 2009,[link widoczny dla zalogowanych], the agency banned cigarettes with flavors such as chocolate and fruit, because candy-like cigarettes are more attractive to kids.
But menthol escaped the cut. “We identified that there’s a pretty large group of adult menthol smokers who are interested in the capsule technology, but they want to see us use it differently,” Stebbins said, adding that they want to use it to use it to make menthol cigarettes “even fresher and even cooler at the moment of their choosing, or on demand.” The soft launch in August included “very minimal communication on packs and on the website for those who were interested.” Stebbins added,[link widoczny dla zalogowanych], “And the idea there was to let those smokers who already choose Camel Menthol have an opportunity to experience the innovation first, let them experience the product first,[link widoczny dla zalogowanych], let them let us know what they think and the response has been very positive.”
As for March 1, Stebbins said, “That is where we actually go out and try and tell the story to a broader audience about the innovation on Camel menthol.” The launch will mean a new look for the packaging, retail communications, retail merchandising and a “very solid” launch promotion program—including direct mail, emails and person-to-person engagements in bars, nightclubs and festivals. Imagine,[link widoczny dla zalogowanych], for example, that the government was investigating some ingredient in the secret formula for Coca-Cola. “How would that change the perception of the core product?” Hastings asked.
“What would investors think? What would analysts think? How would you build a marketing program to get through that? That’s a way of looking at it.” Bannon declined to speculate about how Lorillard would devise a marketing plan to expand nonmenthol brands in the event of a potential ban of menthol. But Hastings said Lorillard is clearly opening its options while still marketing menthol as a natural and benign substance, as it does in its website [link widoczny dla zalogowanych] It’s a big step for Lorillard, but not a radical one yet.