{
  "abstract": "Introduction Although the popularity of oral nicotine products (ONPs) such as ZYN and On! is growing globally, there is limited research on their marketing and advertising. This report describes recent ONP marketing communication to retailers. Promotion to retailers can provide insight into new product flavours and styles, as well as future marketing strategies targeting consumers.Methods We obtained all unique ONP print and online advertisements (ads) (N=50) targeted towards US businesses between January 2016 and August 2022 from Vivvix (formerly Numerator Ad Intel). Two independent reviewers coded for type of ONP, brand, nicotine strength(s), flavour(s), slogan(s), claim(s) and frequency of each component.Results Most ads featured nicotine pouches alone (52%), while 22% featured a mix of ONPs including pouches, tablets and lozenges. By brand, Rogue constituted 36% of ads, followed by Zyn and On! (16% each). Most (82%) ads featured at least one cooling flavour and 48% displayed at least one fruit flavour. Wintergreen flavour appeared most frequently (48%). Most (72%) ads contained a slogan, which frequently highlighted convenience of use (eg, ‘ Chew on this Anywhere… Anytime’), bypassing current restrictions on other tobacco and nicotine products use (eg, ‘Laughs at no smoking signs’) and highlighting big profit margins from sales of ONPs for retailers (eg, ‘small pouches big margins’).Conclusion This analysis provides insight into tobacco companies’ strategies for increasing ONP endorsement among retailers. Strategies include appealing to profitability, emphasising convenience of product use and primarily promoting non-tobacco flavours. These findings highlight new trends in ONP products and marketing tactics and identify important areas to monitor to inform tobacco marketing regulations.",
  "authors": [
    {
      "affiliations": [
        "Psychiatry, Yale School of Medicine, New Haven, Connecticut, USA"
      ],
      "name": "Akshika Sharma"
    },
    {
      "affiliations": [
        "US Food and Drug Administration, Silver Spring, Maryland, USA"
      ],
      "name": "Amy Belton"
    },
    {
      "affiliations": [
        "Behavioral Health and Health Policy Practice, Westat Inc, Rockville, Maryland, USA"
      ],
      "name": "Jenny E Ozga"
    },
    {
      "affiliations": [
        "Medicine, University of California San Francisco School of Medicine, San Francisco, California, USA"
      ],
      "name": "Pamela Ling"
    },
    {
      "affiliations": [
        "Rutgers Center for Tobacco Studies, New Brunswick, New Jersey, USA"
      ],
      "name": "Mary Hrywna"
    },
    {
      "affiliations": [
        "Department of Health Law, Policy and Management, Boston University School of Public Health, Boston, Massachusetts, USA"
      ],
      "name": "Jennifer Cornacchione Ross"
    },
    {
      "affiliations": [
        "Rutgers Institute for Nicotine & Tobacco Studies, New Brunswick, New Jersey, USA",
        "Department of Health Behavior, Rutgers School of Public Health, Piscataway, New Jersey, USA"
      ],
      "name": "Ollie Ganz"
    },
    {
      "affiliations": [
        "Psychiatry, Yale School of Medicine, New Haven, Connecticut, USA"
      ],
      "name": "Krysten W Bold"
    },
    {
      "affiliations": [
        "Behavioral Health and Health Policy Practice, Westat Inc, Rockville, Maryland, USA"
      ],
      "name": "Cassandra Stanton"
    }
  ],
  "title": "Marketing strategies in business-to-business advertisements for oral nicotine products",
  "uid": "3af66972-2642-5354-bcb6-b19cb82df009"
}