Doe-Anderson's first meetings as it begins creating its first advertising for U.S. Smokeless Tobacco will be with its new client's lawyers.
Agency art directors and copywriters will need to be almost as familiar with the Master Tobacco Settlement as they are with their target market—suburban and urban adult smokers.
According to the Louisville, Ky., shop's chief creative officer, Jim White, Doe-Anderson's understanding of how to work within the restrictions of tobacco advertising and still impact consumers helped the agency win USST's $20 million account.
White, who has created ads for R.J. Reynolds and Philip Morris USA, said new work for the Greenwich, Conn.-based USST brands, which include Copenhagen and Skoal, will be aimed at the estimated 48 million smokers looking for a smokeless nicotine source.
Doe-Anderson's pitch team traveled the client's promotional circuit, which includes Nascar, rodeo and drag-racing events, to get into the mind-set of current users, said shop president and CEO Dave Wilkins.
"Those who understood the products, liked them," Wilkins said.
The shop will create a print, direct mail and in-store campaign for the company's newest product, Revel, which USST will launch in the spring. Unlike other moist snuffs, the tobacco in Revel remains in a packet that users place under their tongues.
The tobacco and mint-flavored product will be targeted to both men and women.
Doe-Anderson prevailed over co-finalist Doner of South field, Mich., in the cli ent's review that originally included about 10 agencies, sources said.
Earle Palmer Brown in New York, which held the business after purchasing USST incumbent War wick Baker O'Neill in New York a year ago, did not defend the account.
EPB has been dismantling its network in recent months. Two weeks ago, Boston-based Havas shop Arnold acquired most of the staff and clients of EPB's Bethesda, Md., office.