Revel Tobacco Packs Test in 7-Eleven

U.S. Smokeless Tobacco Co. this month began testing Revel Tobacco Packs in Texas convenience stores.

U.S. Smokeless plans to expand the test, which targets consumers in 228 Dallas-Ft. Worth 7-Eleven stores, in March to 500 outlets in Charlotte, NC.

Revel is tobacco and flavoring in a single-serve packet that users hold in their mouths. Unlike chewing tobacco, Revel doesn't require users to spit. Flavors are mint and wintergreen. A plastic box holds 20 packets and costs $2; that price is set about $1 below the cost of a pack of cigarettes to spur trial.

The brand targets adult smokers looking for a smokeless alternative. U.S. Smokeless research shows that half of smokers—about 23 million—want a smokeless option.

Sampling in adult-only venues and one-on-one with adult smokers, P-O-P, direct mail to adult smokers and print ads in local newspapers and magazines support. Doe Anderson, Louisville, KY, handles ads, direct mail and online work; Ryan Partnership, Westport, CT, handles one-to-one marketing and sampling; Wide Eye Marketing, New Haven, CT, handles P-O-P.

The Dallas test is part of 7-Eleven's "First-Best-Only" merchandising program that lets U.S. Smokeless sample Revel in stores.