U.S. Smokeless to Doe-Anderson

When creating its first advertising for U.S. Smokeless Tobacco, one of Doe-Anderson’s first meetings will be with its new client’s lawyers.

Agency art directors and copywriters will need to be nearly as familiar with the Master Tobacco Settlement as they are with the client’s target market—suburban and urban adult smokers.

According to Jim White, the Louisville, Ky., shop’s chief creative officer, Doe-Anderson’s understanding of how to work within the restrictions of tobacco advertising and still impact consumers helped the agency win Greenwich, Conn.-based USST’s $20 million account last week. White, who has worked on ads for R.J. Reynolds and Philip Morris USA, said new ads for USST brands, which include Copenhagen and Skoal, will be aimed at the estimated 48 million smokers in the U.S. who are looking for a smokeless nicotine source.

Shop president and CEO Dave Wilkins said Doe-Anderson’s pitch team traveled the client’s promotional circuit—which includes Nascar and rodeo events in various venues—to get into the mind-set of current users.

The agency may have an easier time with USST’s newest product, Revel. The shop will create a print, direct-mail and in-store campaign for Revel, which will launch in the spring. The to bacco in Revel remains in packets that users place under their tongues.

Doe-Anderson prevailed over co-finalist Doner in Southfield, Mich., in the USST review, which originally included about 10 agencies, sources said. Incumbent Earle Palmer Brown in New York did not defend. EPB has been dismantling its agency network in recent months.