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June 9, 2007

What Would the Marlboro Man say About Snus Brand Naming?

Marlboro Man, 's parent company, will soon be marketing , a smokeless, spitless tobacco pouch that you insert under your lip.

These so-called "" are supposedly the healthier, cleaner alternative to smoking despite the fact that they seem to increase your likelihood of developing pancreatic cancer.

But they must be a brand naming headache. Marlboro Snus (pronounced “snoose”), just do not offer the same imagery as that personified by the , who, let’s face it, is all about traditional cigarettes. Maybe the new ads will show a bunch of sleeping cowboys around a campfire?

SnusThe word “snus”, which reminds me of the dirtier, unhealthier cousins of the smurfs, sounds suspiciously kid friendly, too. I seem to recall a similarly named cartoon character from my youth called Shmoo who, interestingly, looks like a ghost (like so many other tobacco users are now, including both Marlboro men). But maybe I am over-analyzing this association.

However, I do wonder if he Snus product name is designed for the age group that doesn’t want to get busted smoking in the bathroom.

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Posted by William Lozito at June 9, 2007 11:52 AM
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Hardly a product name; "Snus" is Swedish for "snuff", which is where the teabag idea originate.

William, you are absolutely right, it sounds absurd, like Menthol Marlboro.

Worst thing, that it will be not only disappointment to Marlboro snus, it also weakening Marlboro brand itself.

They must create completely new name for new "tobacco teabags" category.

Different categories, different brand names. Period.

I think they are purposely using the "Snus" name because it looks like it will appeal to kids. Yes, it is indeed a Swedish word but PM could have easily renamed it. Just so happens that it is very kid friendly, so they held on to it.

I beg to differ. While Snus may be the Swedish for "snuff", the difference clearly is in the manufacturing process. Snus is pasteurized rather than fermented, which is how snuff is made.

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