Salem: Brand History
Salem developed a "great outdoors" shop in 1973. Merchandise offered included lanterns, coolers, backpacks, tents and other camping gear.
A number of self-liquidator campaigns were offered in 1973 including: a Bonne Bell facial kit ($1.99), a needlepoint kit ($3.50), a crew hat ($2.50) and a dress pattern ($.50).
Salem also presented a consecutive 3-page unit in women's magazines which featured designer clothes.
R. J. Reynolds introduced Salem's hard box (85 mm) nationally in February 1974. Pack design was consistent with the other Salem styles. Advertising executions featured different ways of carrying the crush proof box in pockets, boots, and bags.
A separate format was developed for Salem Longs and featured in women's magazines. Main copy said, "For more of a woman, more of a Salem". A lavender mortice containing copy and pack divided the page. Fashionably dressed models or career women were featured on the opposite side.
Salem Extras, a more heavily mentholated version of Salem was test marketed in Birmingham, Alabama and New Orleans, Louisiana in October 1974. The style did not achieve national distribution.
Salem's outdoor shop was again featured in 1974. In a self-liquidator campaign a men's sweater was offered for $15.95, retail value $30.00. Salem also co-sponsered the Watts festival concert and featured the
'Listen Easy' Sound Sweepstakes in which $25,000 worth of prizes were given away.