504 



VI. Advertising and Promotional Practices Demonstrate Manufacturer Intent to 

 Have Consumers Experiment vrith Low Nicotine Brands and Graduate to Higher Nicotine 

 Brands Over Time 



According to National Leading Advertisers (NLA), advertising expenditures for the low 

 nicotine brands far outweigh tliosc for the higher nicotine brands. In 1983, total US I'obacco 

 advertising dollars for SKOAL Bandits was 47% while the brand made up only 2% of market 

 share by weight. Copenhagen, the highest nicotine brand, had only 1% of adveni.semcnt 

 expenditures but 50% of market share. UST spent $5.8 million in 1990-91 for print advertising 

 for Skoal or SKOAL Bandits. No advertising was reported for Copenhagen. 



A second source of evidence that shows intent is the advertising messages. The content 

 is exemplified by two ads (see appendix E). The fust is a Skoal Brands thai uses lenns such a.s 

 "Introducing" "Easy to Use". Coupons for a free sample generally accompany these 

 advertisements and US Tobacco reported 400,000 solicitations through magazines in the last six 

 months of 1984. free sampling is routinely done for SKOAL Bandits and Skoal bul not foi 

 Copenhagen. In the 1980's, UST operated a "College Marketing Program". According to 

 College Marketing Manual, 



"Your first and foremost responsibility is consumer sampling. All activities 

 on and off campus will focus on sampling." 



A brochure for SKOAL Bandit offers new users instructions how to use the product. 

 According to the brochure; 



How long should 1 keep tlie pouch in my mouth? 



If you haven't tried SKOAL Bandit before, we recommend that you keep your 



first one in for about a minute - then remove. The next time you try 



another one, leave it in a bit longer. Like your Grst beer, SKOAL Bandit 



can be a taste that takes time to acquire and get the most out of. Alter four 



or five Skoal Bandits you'll find you've developed quite a taste for them and you'll 



want to keep a pouch in as long as the flavor lasts-this varies from person to person. 



In conuast to advertisement for the intfoductory product, the second ad for Copenhagen use one 

 simple message, "Sooner or Later It's Copenhagen". 



