News on the Fly: Skoal Stock Dips, New Campaign Launched

Hip new Skoal ad campaign

By B.S. Jewell and Michael Hawkins
October 10th, 2006

Skoal Corp., known for their tobacco dipping products, saw five straight quarterly losses heading into the third quarter 2006. As a result, a new ad campaign has been launched to revitalize what some see as a dying brand.

"We can no longer rely solely on our primary audience of uneducated rednecks and baseball players," a representative from Skoal's marketing team stated. "We have to target the previously untapped hipster group of 18 to 25 year olds."

The cornerstone of the new advertising campaign is the iSpiToon, a portable earthen pot into which spit can be deposited. While the first wave of iSpiToons will only be available in white and metallic, "a wide array of colors are in the works," said the representative. Alternative versions such as the iSpiToon mini and the iSpiToon spittle are also planned.