Friday, July 17, 2015
Reynolds Starts ad Campaign for American Spirit
A Reynolds American Inc. subsidiary has launched a new national magazine advertising campaign for its premium Natural American Spirit cigarette brand.
The full-page ads will appear in such magazines as Sports Illustrated, Time, Field and Stream, Southern Living, Architectural Digest, Vanity Fair and US Weekly.
“The aim is to drive brand awareness, highlight Natural American Spirit’s 100 percent additive-free natural tobacco proposition, and generate trial among adult smokers,” Seth Moskowitz, spokesman for Santa Fe Natural Tobacco Co., said Monday.
Natural American Spirit has climbed into the top-10 U.S. brands with a 1.8 percent market share, benefiting in part from its national advertising not being put on hiatus in recent years.
In May 2013, Reynolds ended a 5½-year voluntary advertising moratorium on its major cigarette brands with its Camel Crush style. It also has run national ads for Camel snus, which are pitched for use in places where smoking is prohibited.
Those national ads with the iconic Camel drew criticism from five anti-tobacco advocacy groups, which asked the attorneys general of Missouri and South Dakota to investigate whether Reynolds was in violation of the 1998 landmark Master Settlement Agreement. Part of the agreement prohibits or limits the ability of tobacco manufacturers to advertise their products in publications that target a teenage audience.
The Campaign for Tobacco-Free Kids declined comment Monday on the Natural American Spirit campaign.
Reynolds has said the company believes the cigarette and snus ads “are in full compliance” with the MSA.
“We review readership data and analyze the editorial content of the publications over time to be sure the topics covered have a predominant adult appeal and focus, and only advertise in magazines that have adult readership of 85 percent or higher,” Reynolds said in a statement,.
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