Skoal—the manufacturers of “smokeless tobacco”—will have a 12-page section in Playboy’s 55th anniversary edition, which will be hitting magazine stands in January.
To bolster the campaign, Skoal selected playmate Kara Monaco and rodeo/football star Walt Garrison for the lead interviews in the company’s co-branded segment. Skoal, which is owned by US Smokeless Tobacco Co., also invited consumers to visit Skoalbrotherhood.com to present ideas as to what should appear in the special issue—including joke, models, etc.
The partnership marked Playboy’s first venture with a brand that produces user-generated content. It’s also the first time Playboy will produce additional issues for non-subscribers—those who participated in the “Skoal builds Playboy” promotion.
Skoal will also be presenting a promotion that will give web site visitors the chance to go in an all-expense-paid trip for four to Playboy’s VIP Players Pajama and Lingerie Party in March.
“Through our partnership with Playboy, we were able to give back to the loyal Skoal adult consumers who have supported the brand over the years,” commented Thano Chaltas, VP of marketing at USST. “This promotion not only enhanced the bond among the Skoal Brotherhood to deepen, but also their connection to the Skoal and Playboy brands.”