According to a recent article in USA Today, anti-smoking activists are hot under the collar in response to cigarette marketing that makes “eco-friendly” claims. Evidently, ads for Natural American Spirit cigarettes (made with organic tobacco) tout environmentally-friendly manufacturing practices. I went to Natural American Spirit’s website to check this out for myself. Indeed, the cigarette brand has claimed a green position. On its website it offers up “eco tips” and highlights its green practices such as purchasing electricity generated from sustainable sources, like wind power, for its facilities. This is an interesting (and most likely differentiating) brand position for a cigarette brand. According to their website, their “growing programs give a financial boost to small, independent farmers while encouraging sustainable growing practices and help us to reduce our footprint on the Earth.” The company claims to be both socially progressive and earth-friendly. Just when you thought you’d seen it all!
I’d love to hear what you think of this strategic decision to position a cigarette brand and company as earth-friendly. If you’d like to learn more about Natural American Spirit cigarettes or Santa Fe Natural Tobacco Company (part of Reynolds American Inc.), go to www.sfntc.com.
Post by Dan Dunlop, The Healthcare Marketer