Joe Camel may be on a respirator, but RJR’s Salem cigarettes, a brand that faded from view after the industry’s price rollback in 1994, is quietly going after new smokers, many of them young adults, with a subtle direct mail campaign.

“New York City is a strong menthol market, but it’s also a strong market for Salem,” says R.J. Reynolds Tobacco Co. spokesman Richard Williams.

New York City, he says, was a challenge, first, because it has passed so many restrictions on cigarette marketing and advertising. For example, there is an ordinance that bans cigarette advertising near schools, and other regulations outlaw smoking in public places, including sports arenas. But the main challenge, says Williams, is the energy of the city itself: “There are so many things always going on – you have to work so hard to get your brand noticed.”

The campaign consists of direct mailings in four stages. The first holds a container of peppermint tea, followed within a few weeks by a box of fortune cookies. Then appears a mint massage gel and, finally, a candle.

New York-based marketing consultant Robin Newman told promo that the appeal was “sensual, off-beat, very New Age” and probably aimed at “young adults.”

“These are items you don’t typically see coming from a tobacco company,” Williams says.

The mailings also contain coupons, one of which reads; “It’s against the law to mail free cigarettes in New York. So we did the next best thing and put a coupon for a free pack of Salem in this box.”

Williams denied that the campaign is targeted at young adult smokers. “It’s aimed at all adult smokers of menthol products. [R.J. Reynolds] has a strong franchise who like the product and what we’re after are those who are smoking Newports or Kools or Marlboro menthol,” says Williams.

The mailings, developed by Westport, CT-based agency Fusion 5, contain four-page, die-cut advertisements. “When you open it, it’s not what you thought it was,” says Williams, adding that it’s in keeping with the campaign’s tagline, “It’s Not What You Expect.”

One ad, when closed, looks like a curved red chili pepper. When opened, it forms a pair of lips.

“It’s engaging, it’s unique, and it’s a way for Salem, which many people think is a cigarette for your Aunt Jane or someone, to cut through the clutter and reposition itself,” Williams says.

Is the campaign working?

It’s quiet and effective. “We didn’t want to come right out and blanket the landscape with ads. We wanted the campaign to spread by word of mouth.” Apparently, it has: “A great number of smokers of Newport and other brands have tried Salem,” Williams says.

The campaign is supported by billboards, print ads, and point-of-sale displays developed by WestWayne, Tampa, FL.

Salem, which hasn’t been on smokers’ radar screens for a number of years, “is becoming relevant again,” Williams says.

Joe Camel may be on a respirator, but RJR’s Salem cigarettes, a brand that faded from view after the industry’s price rollback in 1994, is quietly going after new smokers, many of them young adults, with a subtle direct mail campaign.

“New York City is a strong menthol market, but it’s also a strong market for Salem,” says R.J. Reynolds Tobacco Co. spokesman Richard Williams.

New York City, he says, was a challenge, first, because it has passed so many restrictions on cigarette marketing and advertising. For example, there is an ordinance that bans cigarette advertising near schools, and other regulations outlaw smoking in public places, including sports arenas. But the main challenge, says Williams, is the city itself: “There are so many things always going on – you have to work so hard to get your brand noticed.”

The campaign consists of direct mailings in four stages. The first holds a container of peppermint tea, followed within a few weeks by a box of fortune cookies. Then appears a mint massage gel and, finally, a candle.

New York-based marketing consultant Robin Newman told promo that the appeal was “sensual, off-beat, very New Age” and probably aimed at “young adults.”

“These are items you don’t typically see coming from a tobacco company,” Williams says.

The mailings also contain coupons, one of which reads; “It’s against the law to mail free cigarettes in New York. So we did the next best thing and put a coupon for a free pack of Salem in this box.”

Williams denied that the campaign is targeted at young adult smokers. “It’s aimed at all adult smokers of methol products.” “[R.J. Reynolds] has a strong franchise who like the product and what we’re after are those who are smoking Newports or Kools or Marlboro menthol,” says Williams.

The mailings, developed by Westport, CT-based agency Fusion Five, contain four-page, die-cut advertisements. “When you open it, it’s not what you thought it was,” says Williams, adding that it’s in keeping with the campaign’s tagline, “It’s Not What You Expect.”

One ad, when closed, looks like a curved red chili pepper. When opened, it forms a pair of lips.

“It’s engaging, it’s unique, and it’s way for Salem, which many people think is a cigarette for your Aunt Jane or someone, to cut through the clutter and reposition itself,” Williams says.

Is the campaign working? It’s quiet and effective. “We didn’t want to come right out and blanket the landscape with ads. We wanted the campaign to spread by word of mouth.” Apparently, it has: “A great number of smokers of Newport and other brands have tried Salem,” Williams says.

The campaign is supported by billboards, print ads, and point-of-sale displays developed by WestWayne, of Tampa.

Salem, which hasn’t been on smokers’ radar screens for a number of years, “is becoming relevant again,” Williams says.