The Test Market Experience:
Taboka, Snus, and Dissolvables
KATELIN RYAN, MA
INDIANA TOBACCO PREVENTION AND CESSATION
5 TH N A T I O N A L S U M M I T O N S M O K E L E S S & S P I T T O B A C C O :
SEPTEMBER 21, 2009
Objectives
• Review most recent (last 3 yrs) pilot testing of new
tobacco products in Central Indiana
• Share methods of data collection used to track new
products, consumer reactions, and tobacco industry
marketing/advertising activity
• Discuss risks and concerns associated with these
products
Recent History of Pilot Testing: Central IN
 Taboka (PM)
 Snus
-Marlboro (PM)
-Camel (RJR)
 Dissolvables (RJR)
Taboka
 Central Indiana test
market dates:
July 2006 to March 2008
IATS: Taboka (2006)
 2006: Tobacco companies have recently introduced
a new product called Taboka. Have you ever heard
of this product? (If yes) Have you ever tried one of
these products?
Camel Snus
 Central Indiana Test
Market Dates:
Mar 2007-Dec 2008
IATS: Taboka & Camel Snus (2007)
 Tobacco companies have recently introduced
spitless smokeless tobacco products called
Camel Snus and Taboka. Have you ever heard
of either one of these products? (If yes) Have you
ever tried one of these products?
Indianapolis
 Indianapolis test markets:
 Taboka – July 2006 to March 2008
 Camel Snus – March 2007 to December 2008
2006 ATS - November 06 to March 07
2007 ATS – October 07 to December 07
Field surveillance and website search
Retail survey (Umass-Boston)
Camel Snus (website)
Marlboro Snus (reports)
Camel and Marlboro
Indiana
Statewide
Central Indiana
Source: 2006 & 2007 ATS
30
Central Indiana
Statewide
25
20
20
15
10.5
10
5
6.7
3.5
1.5
1
2.4
1.4
0
Total
Smokers
Male Smk
Fem Smk
Findings
 About 30 percent of adults in test market are aware
of Snus.
 Awareness is higher among smokers – especially
among those who receive promotional mailings
from tobacco companies.
 Men and women do not differ significantly in
awareness.
Findings
 Trial of snus is higher among male smokers and
those who receive promotional mailings.
 Trial of snus does not differ significantly by
education, ethnicity or age.
 Trial does not differ by smoking patterns – however
may be more likely among men who are heavy
smokers who have not attempted to quit in the past
year.
Marlboro Snus
 Central Indiana Test
Market Dates:
March 2008-present
Point of Purchase
Point of Purchase
IATS: Snus series (2008)
 New types of tobacco products are now
available that come in teabag-like pouches
that are put in the mouth, under the lip. They
do not involve chewing, spitting, or smoking.
Have you heard of any products like this?

tell me the names of any you recall (unaided recall)
IATS: Snus series (2008) cont…
 I’m going to read you the names…tell me
whether or not you have heard of it (aided
recall)
 Have you used any of these tobacco products
in the past 12 months, even one time? (tried)
 Are these new products more harmful, less
harmful, or as harmful to the user as
ordinary cigarettes?
Heard of any products?
2008 Indiana Adult Tobacco Survey
Heard of snus vs. tried snus in past 12 months
among Indiana adults and youth
Sources: 2008 Indiana Adult Tobacco Survey; 2008 Youth Media Tracking Survey
Are these new products more harmful, less harmful,
or as harmful to the user as ordinary cigarettes?
Dissolvable Tobacco Products
Dissolvable Tobacco Products
 New form of spitless tobacco
 Finely milled tobacco held together with food-grade binders
 Designed to place in mouth, where it dissolves to release
tobacco
 Resemblance to candy and breath mint strips – appealing to
children
 Contains between 60-300% of the nicotine found in one
cigarette; potential for high levels of nicotine consumption
 Possible side effects (symptomatic of nicotine poisoning):
tremors, nausea, vomiting, and agitation
Orbs, Strips, and Sticks…
Orbs:
 Introduced in test markets (Indianapolis, Portland, Columbus) in
January, 2009
 A “pellet” or tablet that looks like a breath mint
 Lasts about 15 minutes
 Flavors: Mellow (original) & Fresh (mint)
Strips:
 Introduced in test markets in late summer, 2009
 An opaque strip similar to Listerine brand breath-freshening strips
 Lasts about 3 minutes
 Flavor: Fresh (mint)
Sticks:
 Introduced in test markets in late summer, 2009
 A toothpick-like stick that can be placed in the mouth whole or broken
into pieces
 Lasts about 10 minutes
 Flavor: Mellow (original)
“Tobacco for Today”
“The Best Tobacco You’ve Never Smoked”
--Camel website, March 2009
dissolvables.tobaccopleasure.com
Comment from Camel Website: April, 2009
Oh, yes! I love the Snus, and these look like another handy
way to get my nicotine while at my (recently smoke-free)
workplace! I can't wait for these to roll out nationwide! And
maybe we could get some mailed-out samples, like the
Snus tins I got? I'm excited as I heard my local shops will
have Snus soon, and I hope these dissolvables will join them
in their display. Please Please Please bring these out
nationwide, or just send me some samples! I want to try
them so much! Way to go Camel for creating new products
for an increasingly "smoke-free" world. You rock!
I live in columbus and have tried
them, kind of dissapointing. You will
need to use more than one orb for
them to be effective and there are
only 15 in a pack...plus the
packaging is impossible to open.
im already a huge snus fan i use them quite
often and love em cuz they can be ues
anywere. noe we have new addition to this
type that i cant wait ti try!!!!!
Can't wait to try them! I talk on the
phone all day and I'm not even a
smoker. Since they are smokeless I am
all for it!!!
I hope I can get a sample pack, I no longer drink so i
have to go outside after meals. Here in Indianapolis
you can only smoke in bars or over 21 places which
is also where I used to get sample packs of new
products
This sounds great. I really wish they had included the military in
their test market strategy. Working in the submarine fleet means
smoking is even more restricted. I can't wait to get my hands on
these.
Risks and Concerns
 Dissolvable tobacco products contain up to three times
the amount of nicotine found in one cigarette.
 Smokers who use these products may get a higher dose of
nicotine than they are used to, possibly resulting in
nicotine poisoning which manifests through adverse
reactions such as tremors, nausea, vomiting, agitation,
and in more extreme cases, seizures, coma, and death.
 There is the potential for “dual use” of these smokeless
products with cigarettes or other smokeless tobacco
products.
Especially appealing and potentially lethal for
children & adolescents
 Appealing to both children and adults
because of similar appearance to familiar
items such as mints, tic tacs, breath strips,
and toothpicks.
 Because of appearance, they are easily
concealable. They may not be recognized as
tobacco products.
 Labeled with Camel brand and logo, which
is already popular with underage smokers.
 While these products are sold in “child-
resistant” packaging, their resemblance to
candy and breath mint strips and the
likelihood that adults will carry the small
packages in their pockets or leave them in
other unsecured places, means that
children may have easy access to them.
Instructional brochure
displayed inside gas
stations/convenience stores
close to cash register
Taken from various YouTube videos…
“I wonder how many it
takes to overdose.”
“All I’m saying is that if you’re
going to have a nicotine
habit, smokeless is better.”
“You can keep them
hidden and they’re
great for school.
Sometimes I need more
than one for a buzz.”
Product introduction/
Industry monitoring
 Focus groups
 Grassroots surveillance
ACTION
 Put questions on your Adult Tobacco Survey
ACTION
 Involve your grassroots partners in surveillance
efforts




Action alerts to get your grassroots partners involved in
surveillance (see next slides)
Sign up on Camel website: smokerswelcome.com
Date direct mail pieces
USE the coupons to purchase product
Grassroots Surveillance:
 When you are at a gas station, convenience
store, grocery store, (anywhere that would
sell tobacco products), please look for Camel
Dissolvable Tobacco: Orbs, Sticks, and Strips. If
the price is not visible, ask a clerk or
attendant how much each product costs.
Surveillance cont…
 Date
 Price of Camel Dissolvable Tobacco product
 Describe any advertising, either inside or outside of
the retail establishment: (such as type of
sign, where hanging, and what size)
 Location of store/gas station
 If you are able, take a picture of the display,
product, or signage - it can be a cell phone picture.
ACTION
 Media
 Careful to not give them free advertising
 Wait for the right medium and the right timing
 Our focus at first: business CEOs and business leaders. They
have a lot to loose from these products.
 Sept: Dr. Jeffrey Wigand visited Indianapolis to speak about
smokeless products – generated earned media.
ACTION
 Get aligned with national partners
 Testing (What is up with the nicotine levels in these products?)
 Understand the advertising and promotion campaigns
 Focus groups
What you can do!
 Increase awareness
 Educate community leaders and policymakers about
tobacco industry targeting
 Continue to monitor marketing, price, packaging,
locations, etc.
Thank you!
 Any questions?
 Contact information:
Katelin Ryan, Indiana Tobacco Prevention and Cessation
kryan@itpc.in.gov