美国尼古丁袋营销策略分析：以 Zyn、On! 和 Velo 为例。
Nicotine pouch marketing strategies in the USA: an analysis of Zyn, On! and Velo.
机构信息
Department of Prevention and Community Health, The George Washington University Milken Institute School of Public Health, Washington, District of Columbia, USA.
Stanford Prevention Research Center, Stanford University School of Medicine, Palo Alto, California, USA.
出版信息
Tob Control. 2024 Feb 20;33(2):154-163. doi: 10.1136/tc-2022-057360.
INTRODUCTION
Nicotine pouches are gaining popularity, yet their marketing is understudied.
METHODS
Using Numerator advertising data from January 2019 to September 2021 regarding three popular brands of nicotine pouch in the USA-Zyn (by Swedish Match, introduced in the USA in July 2016), On! (Altria, August 2016) and Velo (RJ Reynolds, July 2019)-we examined (1) general advertising characteristics (eg, media type, year); (2) ad content (ie, headlines and imagery themes); (3) prominent media channels (ie, specific websites, magazines, etc); and (4) ad expenditures.
RESULTS
There were 286 unique ads (Zyn: 44.4%; On!: 2.8%; Velo: 52.8%), 119 143 occurrences (Zyn: 3.5%; On!: 0.5%; Velo: 96.0%) and $24 774 650 total expenditures (Zyn: 4.7%; On!: 0.6%; Velo: 94.7%). The greatest proportion of ad occurrences and expenditures were accounted for by radio (75.9% and 28.2%, respectively) and television (16.2% and 56.5%), followed by mobile (0.5% and 7.2%) and online display (6.7% and 3.6%). Across ad occurrences and expenditures, prominent headline themes included 'freedom' (26.0% and 17.1%, respectively), 'brand' (9.6% and 18.6%) and 'flavour' (16.4% and 7.6%); images mainly featured the product alone (61.4% and 56.1%), text (16.2% and 24.6%) or men (8.7% and 8.6%); and prominent channel themes were entertainment (34.7% and 37.3%), news/weather (14.3% and 21.7%), business/finance (12.9% and 9.0%) and sports (9.5% and 1.0%). Zyn and On! prioritised online display and print; Velo prioritised radio and television. Zyn's and Velo's headlines focused on 'freedom', with Zyn also emphasising 'brand' and Velo 'innovation'; On!'s headlines emphasised 'flavour'.
CONCLUSIONS
Regulatory efforts must be informed by surveillance of nicotine pouch marketing and impacts on consumer subgroups (eg, young people).
简介
尼古丁袋正在流行，但对其营销的研究还很不足。
方法
我们使用 Numerator 广告数据，对美国三种流行的尼古丁袋品牌（瑞典火柴的 Zyn（2016 年 7 月在美国推出）、奥尔特里亚的 On!（2016 年 8 月）和 RJ 雷诺兹的 Velo（2019 年 7 月））在 2019 年 1 月至 2021 年 9 月期间的广告进行了研究：（1）一般广告特征（如媒体类型、年份）；（2）广告内容（即标题和图像主题）；（3）突出的媒体渠道（即特定网站、杂志等）；（4）广告支出。
结果
共有 286 个独特广告（Zyn：44.4%；On!：2.8%；Velo：52.8%），119143 次出现（Zyn：3.5%；On!：0.5%；Velo：96.0%），总支出为 24774650 美元（Zyn：4.7%；On!：0.6%；Velo：94.7%）。广告出现次数和支出最多的是广播（分别占 75.9%和 28.2%）和电视（分别占 16.2%和 56.5%），其次是移动（分别占 0.5%和 7.2%）和在线展示（分别占 6.7%和 3.6%）。在广告出现次数和支出方面，突出的标题主题包括“自由”（分别占 26.0%和 17.1%）、“品牌”（分别占 9.6%和 18.6%）和“口味”（分别占 16.4%和 7.6%）；图像主要以产品本身（分别占 61.4%和 56.1%）、文字（分别占 16.2%和 24.6%）或男性（分别占 8.7%和 8.6%）为主；突出的频道主题是娱乐（分别占 34.7%和 37.3%）、新闻/天气（分别占 14.3%和 21.7%）、商业/金融（分别占 12.9%和 9.0%）和体育（分别占 9.5%和 1.0%）。Zyn 和 On! 优先考虑在线展示和印刷；Velo 则优先考虑广播和电视。Zyn 和 Velo 的标题都集中在“自由”上，Zyn 还强调“品牌”，Velo 强调“创新”；On! 的标题强调“口味”。
结论
必须通过监测尼古丁袋的营销和对消费者亚群（如年轻人）的影响，为监管工作提供信息。
Zotero 插件