« Martini Brand Naming Gets a Makeover | Main | Does Your Product Name Pass the Typing Test? »
June 9, 2007
What Would the Marlboro Man say About Snus Brand Naming?
Altria Group, Philip Morris USA's parent company, will soon be marketing Marlboro Snus, a smokeless, spitless tobacco pouch that you insert under your lip.
These so-called "tobacco teabags" 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 Marlboro Man, who, let’s face it, is all about traditional cigarettes. Maybe the new ads will show a bunch of sleeping cowboys around a campfire?
The 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.
Technorati Tags: Altria, Philip Morris, Tobacco, Cigarettes, Snus, Marlboro
Posted by William Lozito at June 9, 2007 11:52 AM
Posted to Brand Naming
Trackback Pings
TrackBack URL for this entry:
http://www.namedevelopment.com/mt/mt-tb.cgi/3883
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.
They are responding to Swedish efforts to move into their market.
The North American market is the world’s largest, approximately four times the size of the Nordic market, in terms of the number of cans. Swedish Match is one of four players and holds the most rapidly expanding market share, which amounted to in average approximately 8.5 percent in 2001. Swedish Match’s largest trademark is Timber Wolf. The range also includes Renegades portion-packed snuff. During the year, the Group was able to continue reaping the successes of its enlarged sales team and wider geographical coverage.
I think the kid thing is a red herring.