ResearchPublications

As a part of its web-based marketing efforts, Swisher Sweets promotes and supports musical artists, has a branded presence at concerts and holds pop-up music events in convenience stores that are promoted on its website and social media. The use of entertainment events by Swisher Sweets to reach consumers is reminiscent of marketing strategies used by tobacco companies for decades to promote cigarettes, including efforts to reach young African Americans, starting in the 1960s. The integration of the Swisher Sweets brand into musical events makes the cigars appear glamorous, allows for prolonged exposure to brand imagery and may eventually lead to young people associating the positive image they have of the events with the promoted product. Given the restrictions on this type of marketing for cigarettes and smokeless products and the high prevalence of cigar use among young people and African Americans sponsorship restrictions for non-cigarette tobacco products are warranted.