RJ Reynolds Tobacco Co. has responded to California’s ban on conventional menthol cigarettes by launching a advertising marketing campaign within the state that emphasizes “dry” and “contemporary” on packaging.

The “California, We have Acquired You Coated” marketing campaign is being focused at people who smoke via fliers and in retail shops.

On December 12, the US Supreme Court docket rejected an enchantment by a number of companies of Reynolds America Inc. to forestall California from implementing voter-approved bans on most menthol and different flavored tobacco merchandise.

The ban took impact Dec. 21, protecting Reynolds associates that embrace American Snuff Co. LLC, Santa Fe Pure Tobacco Co. Inc., and RJ Reynolds Vapor Co.

Reynolds mentioned the brand new Camel and Newport merchandise will likely be obtainable in California in December.

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LA publication Taco reported that Reynolds’ advert mentioned “We have you…California’s menthol ban handed…we all know it is powerful. We have created two new non-menthol kinds so that you can select from.”

The brand new Reynolds California-only packaging for Newport — the best-selling conventional U.S. menthol cigarette and No. 2 total — bears the phrase “new non-menthol.”

Reynolds already sells a non-menthol model of Newport which has miniscule gross sales in comparison with the menthol model.

Among the many new Camel packaging is a “dry and daring non-menthol inexperienced” and the Camel Crush type (which historically has menthol capsules that may be crushed to vary the flavour) as a “non-menthol tropical oasis.”

Reynolds mentioned in an announcement that it’s “dedicated to offering grownup people who smoke with a suitable vary of merchandise, whereas guaranteeing our continued compliance with all relevant legal guidelines.”

“At present, this product is barely obtainable in California. We can’t touch upon future advertising plans or methods.”

The statewide ban is especially noteworthy as a result of California people who smoke signify 7% to eight% of US tobacco quantity.

The ban is predicted to price California at the very least $100 million in state tobacco tax income, in line with the state’s unbiased Workplace of Legislative Analysts.

New packaging

Reynolds said that the introduction of the brand new non-menthol product, “like the remainder of our burn, vapor and oral portfolio obtainable to grownup tobacco shoppers in California, doesn’t violate the state legislation that was not too long ago carried out as a result of it doesn’t have a style or aroma that may be distinguished aside from tobacco. “

LA Taco mentioned that the capsule of Onta Crush is modified “to launch an oily, candy smelling substance to the filter much like menthol. Every puff offers you a barely candy drag that provides off a observe of sweet.”

California’s menthol ban addresses the flavour, scent or style in tobacco merchandise.

Nevertheless, anti-tobacco teams declare that Reynolds is making an attempt to get across the ban by launching a non-menthol type that provides a “sense-satisfying style” and a “new contemporary twist.”

In 2021, the Meals and Drug Administration accredited Reynolds’ exemption for a brand new line of non-menthol Camel Crush cigarettes with the one modification being “various menthol capsules.” The FDA says that the modification is “minor” and the brand new product doesn’t have to undergo further evaluation.

The FDA is transferring ahead on an identical nationwide ban on menthol-flavored tobacco merchandise, however business analysts say it might take years of maneuvering via authorized challenges earlier than people who smoke will likely be affected, if in any respect.


Tobacco firms are more and more counting on packaging to construct model loyalty and win over shoppers – one of many few avenues of promoting left to them after the federal government blocked their presence on magazines and billboards and on TV.

Some producers modified their packaging labels to affiliate sure colours with sure kinds after the FDA banned the phrases “mild”, “delicate”, “medium” and “low tar” in promoting in June 2010.

Potential motion by the FDA and the California Lawyer Basic’s Workplace could also be hampered, if not prevented, by an August 2016 ruling by a federal decide that the FDA can’t think about {that a} label change for a tobacco product makes it a brand new product for regulatory functions.

Decide Amit Mehta dominated that altering the amount of the product within the package deal is a brand new tobacco product, and thus requires FDA approval for the change.

Mehta has ordered the FDA to vacate its proposed steerage on label adjustments.

The Large Three tobacco producers on the time – Altria Group Inc., Lorillard Inc. and Reynolds — and its subsidiaries sued the FDA and the US Division of Well being and Human Providers in April 2015.

Producers mentioned on the time the principles had been too strict beneath the federal Tobacco Management Act of 2009 and the First Modification. They requested for a everlasting injunction to forestall the implementation of the brand new packaging pointers.

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