After reading this ad, one thought came to mind: What the heck is snus?
According to Wikipedia, snus (pronounced snoose) is:
…a moist powder tobacco product that is consumed by placing it under the upper lip for extended periods of time. It is a form of snuff that is used in a manner similar to American dipping tobacco, but typically does not result in the need for spitting…The sale of snus is illegal in the European Union, but due to an exemption in Sweden. It is still manufactured and consumed primarily in Sweden and Norway.
The Lancet, a British medical journal, found that smokers were at least 10 times more likely to get lung cancer than snus users. Unlike chewing tobacco, snus apparently isn’t a cause of oral cancer. But while snus users had a lower rate of pancreatic cancer than smokers, they were twice as likely to get pancreatic cancer than people who don’t use tobacco.
I couldn’t find any research linking snus with oral cancer, so the warning at the upper right of this ad is puzzling.
WARNING: THIS PRODUCT MAY CAUSE MOUTH CANCER.
This ad for Camel Snus is attractive. I’ll leave it up to the reader to decide whether the outline of the bottom of the tins is supposed to look like breasts or a bum.
The message here isn’t clear. Many people are going to look at this ad, see the word snus and fail to understand what Camel is selling. Most likely, the headline won’t be clearly understood, either. They’re trying to say that you can use snus in places where cigarettes are prohibited: in cabs, subways, and bars.
They make the mistake of assuming that the reader knows as much about the product as the company who makes it.
By Marc Librescu