Features of direct mail and email advertisements for menthol cigarette ads from 1 June 2012 to 28 February 2013
| Features tobacco coupon* | Features non-tobacco coupon† | Features tobacco coupons in mailing only | Directs to tobacco coupons product website only | Features tobacco coupons in mailing and online | Features coupons that can be used for only menthol cigarettes‡ | Features sweepstakes | Tobacco coupon value range§ | |
|---|---|---|---|---|---|---|---|---|
| Brand (N of ads) | N (%) | N (%) | N (%) | N (%) | N (%) | N (%) | N (%) | US$ per unit |
| Camel Menthol (n=87) | 77 (88.5%) | 17 (19.5%) | 3 (3.4%) | 19 (21.8%) | 55 (63.2%) | 3 (3.4%) | 16 (18.4%) | US$0.75$–US$2.50/pack |
| Camel Crush¶ (n=85) | 75 (88.2%) | 17 (20.0%) | 3 (3.5%) | 17 (20.0%) | 55 (64.7%) | 3 (3.5%) | 16 (18.8%) | US$0.75–US$2.50/pack |
| Newport Menthol (n=36) | 25 (69.4%) | 0 (0%) | 19 (52.8%) | 1 (2.8%) | 5 (13.9%) | 0 (0%) | 11 (30.5%) | US$0.50–US$1.50/pack US$3.00/carton |
| Marlboro Menthol** (n=29) | 21 (72.4%) | 0 (0%) | 19 (65.5%) | 1 (3.4%) | 1 (3.4%) | 2 (6.9%) | 9 (31.0%) | US$1.00–US$2.50/pack |
| Pall Mall Menthol (n=9) | 6 (66.7%) | 5 (55.6%) | 6 (66.7%) | 0 (0%) | 0 (0%) | 0 (0%) | 0 (0%) | US$0.50/pack |
| Marlboro Nxt** (n=7) | 3 (42.9%) | 0 (0%) | 2 (28.6%) | 0 (0%) | 1 (14.3%) | 3 (42.8%) | 2 (28.6%) | US$1.00/pack |
| L&M Menthol (n=5) | 4 (80.0%) | 0 (0%) | 0 (0%) | 0 (0%) | 4 (80.0%) | 0 (0%) | 0 (0%) | US$0.75–US$1.50/pack US$4.00/carton |
| Overall (n=258) | 211 (81.8%) | 39 (15.1%) | 52 (20.1%) | 38 (14.7%) | 121 (46.9%) | 11 (4.3%) | 54 (20.9%) |
*Coupons either featured in direct mail packet and/or accessible on the product's website.
†This includes items such as free coffee, discounted wireless product, buy 1 Slim Jim get 1 free.
‡Remainder can be used on any type of tobacco pack or not specified because coupons were mentioned in the advertisement but not included in Mintel's advertising packet.
§Coupon values reflect coupons presented in primary menthol ads and are for menthol products only.
¶The majority of ads featured Camel Menthol and Camel Crush products together (98.9% of ads feature Camel Menthol and 96.8% feature Camel Crush).
**Only 1 ad features both Marlboro menthol and Marlboro Nxt. The rest do not overlap.