Project WATCH

Project WATCH focuses on identifying and tracking commercial tobacco industry marketing tactics such as price promotions, contests, product launches and rebranding initiatives.

This program also focuses on educating city, county, state and school decision-makers about commercial tobacco control best practices and providing technical assistance to commercial tobacco control partners across the state.

Since 2010, Project WATCH has reviewed more than 10,000 commercial tobacco industry direct mail marketing pieces and more than 36,000 commercial tobacco industry emails. This information is presented locally and nationally through presentations, conferences, webinars and a quarterly newsletter. This surveillance project allows us to stay on top of an ever-evolving industry and is essential to helping develop and advocate for effective tobacco control policies.

An overview of what Project WATCH has learned

How has the industry evolved

NICOTINE LEVELS: increasing nicotine levels in products continues the cycle of addiction.

REBRANDING: Changing their branding, product packaging, and marketing to attract today’s consumers.

ONLINE RETAIL SPACE: Marketing strategies also have been constantly evolving. Previously, in-store coupons and direct mail coupons lead the promotions sent out by the industry. Now, with so much of our world being online, the tobacco industry has shifted to this space as well with email subscriptions, online sales and rewards programs.

UTILIZATION OF SOCIAL MEDIA: Along with the shift in coupons, so much of the marketing and promotions are happening online. Social media marketing of commercial tobacco products have exploded in recent years due to platforms like TikTok, Instagram, and X. One major example of this would be Zyn, which has had enormous visibility online.

EVOLVING REWARDS PROGRAMS: Industry continues to up the ante when it comes to rewards. Many companies have re-vamped their programs to include better giveaways, rewards and prizes.

EXTRAVAGANT GIVEAWAYS: Industry continues to promote big giveaways from trips around the country, cash prizes of more than $20,000, luxurious parties and more.

Evolving offerings with new and popular products

DISPOSABLE VAPES: Among teens, the most popular vape devices are single-use “disposable vapes,” which come in various flavors, shapes, and colors. These products are designed to be used until the battery is depleted and often contain significantly higher nicotine levels compared to reusable options. (Birdsey J, Cornelius M, Jamal A, et al. Tobacco Product Use Among U.S. Middle and High School Students — National Youth Tobacco Survey, 2023. MMWR Morb Mortal Wkly Rep 2023;72:1173–1182. DOI)

The tobacco industry historically targets kids with flavored tobacco. It continues this practice with candy-, dessert- and fruit-flavored vapes with names like “Keylime Pie” and “Strawberry Blowpop.” With more than 15,000 available flavors, it’s not surprising that over 93 percent of Minnesota youth who vape choose a flavored product. (Minnesota Department of Health. Data Highlights From the 2023 Minnesota Youth Tobacco Survey. 2024.)

ORAL NICOTINE PRODUCTS: Oral nicotine products, including nicotine pouches, lozenges, and gums, have surged in popularity in recent years. Among these, nicotine pouches have quickly become the popular option, particularly among youth. These pouches deliver nicotine discreetly, without smoke, spit or odor, making them an attractive choice for many users. (Rodenburg, M. 2024, March 8. Nicotine pouches are growing in popularity. Are they safe? The Hub.)

To learn more about this project, check out the Project WATCH website.