The brand voice I created as head writer and ACD on Grizzly turned this challenger brand into the No. 1 selling smokeless tobacco. Two years into the campaign, net sales and units sold have grown 22 percent. Most recent annual results include $783 million in net sales and 434 million units sold – more than U.S. sales of Big Macs or boxes of Cheerios.
The integrated campaign was created to appeal to a no-nonsense, outdoors-lovin’ demographic. Its backbone has been hundreds of publication-specific ads in major men’s magazines, including Sports Illustrated, Playboy, and Field & Stream.
Print Ads
Appeared in Field & Stream
Appeared in Playboy
Appeared in ESPN The Magazine
Appeared in Guns & Ammo
Of course, compliance with government regulations greatly limits opportunities for a tobacco brand to deliver its message, so getting adults to opt-in on the web is crucial. By signing up online, a visitor can receive direct mail and coupons. Plus, we keep it interesting by having plenty of fresh content, including promotions, contests, lifestyle articles and video, etc.
Web Site
It’s a fully integrated effort; ads are continually supported by direct mail, POS, promotions, and digital. And the work has helped Grizzly become the nation’s top selling smokeless tobacco, displacing Copenhagen, which is one of the oldest brands in existence (1822) – older than Levi Strauss, The New York Times, and Jack Daniel’s.
Direct Mail
Direct Mail (inside)
E-blasts
