(Print Campaign)
For almost 80 years, Skoal was the most approachable dip in the category and had the share to show it. But the marketplace had grown more competitive, the campaign had become invisible and that share was slipping as a result. So we kicked off our 80th anniversary with a new campaign that leaned into Skoal’s greatest strength. With more varieties, flavors and form, Skoal didn’t take itself too seriously. And our dippers appreciated we were always there to make the good times better. This fresh look and sunny attitude helped to reverse those negative sales trends and reminded guys why they loved having Skoal riding shotgun.