RICHMOND, Va. -- Swedish Match has launched Red Man Moist Snuff, the latest product to carry the company's smokeless tobacco brand name. This follows a test market launch last year in 11 states, which represented 36% of the moist snuff category volume.
"Consumer acceptance of Red Man Moist Snuff in the test markets was overwhelming," according to Elliot Eliades, director of new product development for Swedish Match North America. "Through event marketing, retail intercept and website driven sampling we accelerated consumer trial by quickly getting 'cans in hands.' Early awareness scores [image-nocss] indicated that Red Man Moist Snuff created significant consumer buzz."
Post-test market research confirmed that the brand's authenticity transfers well from loose leaf to moist snuff, the company said.
Eliades added, "This tells us Red Man Moist Snuff will climb the consumer acceptance curve at an accelerated rate."
Red Man Moist Snuff is produced from a blend of high-quality tobacco and is available in Long Cut Wintergreen, Fine Cut Natural and Long Cut Straight—the three most popular flavors in the moist snuff category. The product also has uniquely original packaging—embossed metal lids with metallic side labeling. Each can is stamped with the Red Man Indian head logo.
The new moist snuff offers consumers a premium brand with a respectable price, said the company. The national launch of Red Man Moist Snuff is supported by major print advertising, direct mail and point-of-sale (POS) materials, product sampling for adult consumers in adult-oriented venues and a co-promotion with Maxim magazine.
Swedish Match is a global group of companies with a broad assortment of brands in smokeless tobacco, cigars and pipe tobacco, matches and lighters. Some of its brands include Red Man, Timber Wolf, Longhorn, Macanudo, Partagas, Cohiba and Borkum Riff. Swedish Match North America is headquartered in Richmond, Va., with manufacturing facilities in Owensboro, Ky., Dothan, Ala., the Dominican Republic and Honduras.
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