Swedish Match Promotes Snus Brand the U.S.

Source from:  Tobacco Reporter 03/05/2010

Swedish Match has launched a multi-million-dollar campaign aimed at introducing its General Snus brand to upscale audiences in key U.S. markets and at high-end events, including the Sundance Film Festival and New York's Fashion Week. Sold in chilled pouches that are placed under the user's upper lip, snus is a smoke- and spit-free tobacco that is popular among white-collar professionals throughout Scandinavia, where it first originated in the early 19th century. While the category is still in its infancy in the United States, snus has enjoyed tremendous growth since its first introduction domestically in 2000. "In Scandinavia, snus has traditionally appealed to a higher-end demographic, which is why the focus of our General Snus "Satisfaction" campaign is focused on reaching adult trendsetters," said Brian Gray, Senior Brand Manager for Swedish Match. "We are excited at the prospect of introducing this relatively new snus category to some of the country's more influential tastemakers. We believe that General Snus can command the category." Enditem