22nd Century Launches Powerful Consumer Marketing Initiative

Source from:  Business Wire 05/27/2015

22nd Century Group, Inc., a leader in tobacco harm reduction technology, announced today it is launching a consumer marketing initiative in June to introduce the Company's RED SUN super-premium cigarettes to tens of thousands of legal age smokers in select markets across the United States. Employing a nation-wide team of energetic, specially-trained RED SUN Brand Ambassadors, the Company will convey to consumers the fiercely independent, unapologetic attitude central to the RED SUN experience.

The Company's Brand Ambassadors will offer special in-store gift certificates to smokers of Marlboro®, Camel® and Natural American Spirit® to afford them the opportunity to try RED SUN's extraordinary bold taste. RED SUN Brand Ambassadors will work closely with owners and managers of independent smoke shops and tobacconists to tell the RED SUN story and to bring this authentic, full-bodied cigarette directly to smokers.

"We have learned that once a smoker is introduced to RED SUN - once he or she understands the brand and has had an opportunity to experience RED SUN's robust flavor - more often than not, the smoker becomes a loyal customer… and a valuable advocate of our novel brand," explained Henry Sicignano III, President and Chief Executive Officer at 22nd Century. "By investing directly in RED SUN smokers, 22nd Century is building a solid foundation of knowledgeable consumer ambassadors for our one-of-a-kind super-premium brand."

22nd Century has invited dozens of retail smoke shops and tobacconists in the key metropolitan areas of Los Angeles, San Francisco, Denver, Portland, Seattle, and Nashville to be the first to experience exciting all-day RED SUN promotional events. Concentrating the RED SUN Brand Ambassador program in these and other strategically significant regions will provide the Company with important sales of RED SUN cigarettes in opinion-leading markets. The initial boost of the Brand Ambassador Program is expected to produce ratable near-term sales, while also accelerating organic growth beyond this summer's campaign.

Through the RED SUN Brand Ambassador Program, the RED SUN Trade Partners Program, and other ongoing marketing efforts, 22nd Century intends to build a loyal, growing base of RED SUN smokers. By employing organic marketing efforts and information-based consumer advertising, the Company will increase awareness of both RED SUN and of 22nd Century Group more broadly. In all these endeavors, the Company will showcase (i) 22nd Century's super-premium products and specialized manufacturing capacity, (ii) the Company's industry-leading intellectual property which gives 22nd Century a virtual monopoly on the genes in the tobacco plant responsible for nicotine production, and (iii) 22nd Century's very important mission of reducing the harm caused by smoking　worldwide. Enditem