Salem: Brand History
Three different campaigns were developed in 1975. In a format similar to that used in 1974 copy was shortened from, " Salem refreshes naturally" to "Refresh yourself". In executions developed for black publications copy changed to, "Smoke Easy". Models were shown relaxing after some kind of outdoor activity. The final execution noted in 1975 was a closcup of a model explaining why he smoked, "People ask me if I really enjoy smoking. I sure do. And Salem Longs are why. They give me all the good cigarette taste I'm smoking for. Plus Salem's fresh menthol." ". . . that's why I enjoy smoking. That's why I smoke Salem".
A $1.50 store coupon off a carton of any style of Salem was distributed in 1975. A Salem belt buckle was also featured.
Salem Lights were introduced nationally in November.
A rugby shirt was offered in a self-liquidator campaign for $13.99, retail value $24.00.
Another advertising campaign was utilized in 1977 in addition to the 'testimonial' campaign. "Flavor breakthrough" headlined the new execution. A male model breaking through a wall of paper held a pack of Salem Kings. Body copy described. "Now, a richer, smoother, more satisfying Salem! As the leader in tobacco technology we have discovered a way to improve that great Salem flavor. At the same time we have actually towered the tar! You get all that famous menthol freshness plus a richer, smoother, more satisfying smoke." The tag line emphasized, "Lower in tar, too".
Salem kingsize tar delivery was reduced from 19 mg. to 18 mg.
A $1.00 off store coupon on a carton of Salem kingsize was offered in 1977.
Advertising campaigns in 1978 reverted back to an outdoor background, occasionally employing a model. Headlines said, "Enjoy the taste of country fresh Salem. Kingsize and hard box packs were included in the ad. A tag line concluded, "Country fresh menthol. Mild, smooth and refreshing. Enjoy smoking again".