SWITZERLAND. JT International (JTI) has unveiled a major drive to increase market share of the international menthol brand Salem.
The launch of a new brand campaign begins in Asian this month and will later cover all markets outside of the US. The new marketing mix includes a refined packaging and product range, a new brand identity and (where permitted) a new advertising look.
JTI said its consumer research, which included blind product testing, showed impressive results. The new communication will continue to appeal to current Salem smokers, and is also expected to turn the heads of existing adult smokers of other brands.
Launched in 1956, Salem was the very first filter-tipped menthol cigarette in the world. Salem now sells in nearly 30 countries and is ranked as the second largest self-standing menthol cigarette brand. JTI said this continued evolution is fundamental to the company’s mission to ensure that Salem remains a contemporary and strong brand.
Pictured: An example of the new Salem campaign for Indonesian duty free
The new advertising campaign, by global agency TBWA, connects Salem to the work hard and play hard lifestyle of existing smokers. The new copy line, “Life. Full On” and accompanying images embrace the concept.
New packaging design is intended to reinforce the spirit of the brand as a menthol pioneer and clearly establishes its American origin. Each product in the range is differentiated by colour and other visual elements.
Salem general manager global business Jeff Cowell commented: “The launch of our new generation Salem will offer adult smokers superior menthol pleasure and satisfaction as part of a new and unique brand concept in the menthol category”.
The new Salem range includes Menthol, Lights, Super Lights and One.
