22nd Century Group, Inc. (NYSE MKT: XXII),
a leader in tobacco harm reduction technology, announced today it is
launching a consumer marketing initiative in June to introduce the
Company’s RED SUN super-premium cigarettes to tens of thousands of legal
age smokers in select markets across the United States. Employing a
nation-wide team of energetic, specially-trained RED SUN Brand
Ambassadors, the Company will convey to consumers the fiercely
independent, unapologetic attitude central to the RED SUN experience.
The Company’s Brand Ambassadors will offer special in-store gift
certificates to smokers of Marlboro®, Camel® and Natural
American Spirit® to afford them the opportunity to try RED SUN’s
extraordinary bold taste. RED SUN Brand Ambassadors will work closely
with owners and managers of independent smoke shops and tobacconists to
tell the RED SUN story and to bring this authentic, full-bodied
cigarette directly to smokers.
“We have learned that once a smoker is introduced to RED SUN – once he
or she understands the brand and has had an opportunity to experience
RED SUN’s robust flavor – more often than not, the smoker becomes a
loyal customer… and a valuable advocate of our novel brand,” explained
Henry Sicignano III, President and Chief Executive Officer at 22nd
Century. “By investing directly in RED SUN smokers, 22nd Century is
building a solid foundation of knowledgeable consumer ambassadors
for our one-of-a-kind super-premium brand.”
22nd Century has invited dozens of retail smoke shops and tobacconists
in the key metropolitan areas of Los Angeles, San Francisco, Denver,
Portland, Seattle, and Nashville to be the first to experience exciting
all-day RED SUN promotional events. Concentrating the RED SUN Brand
Ambassador program in these and other strategically significant regions
will provide the Company with important sales of RED SUN cigarettes in
opinion-leading markets. The initial boost of the Brand Ambassador
Program is expected to produce ratable near-term sales, while also
accelerating organic growth beyond this summer’s campaign.
Through the RED SUN Brand Ambassador Program, the RED SUN Trade Partners
Program, and other ongoing marketing efforts, 22nd Century intends to
build a loyal, growing base of RED SUN smokers. By employing organic
marketing efforts and information-based consumer advertising, the
Company will increase awareness of both RED SUN and of 22nd Century
Group more broadly. In all these endeavors, the Company will showcase
(i) 22nd Century’s super-premium products and specialized manufacturing
capacity, (ii) the Company’s industry-leading intellectual property
which gives 22nd Century a virtual monopoly on the genes in the tobacco
plant responsible for nicotine production, and (iii) 22nd Century’s very
important mission of reducing the harm caused by smoking –
worldwide.
About 22nd Century Group, Inc.
22nd Century Group is a plant biotechnology company focused on
technology which allows it to increase or decrease the level of nicotine
in tobacco plants through genetic engineering and plant breeding. The
Company’s mission is to reduce the harm caused by smoking. 22nd Century
owns or exclusively controls 128 issued patents and 52 pending patent
applications in 96 countries. The Company’s strong IP position led to a
licensing agreement with British American Tobacco (“BAT”), the world’s
second largest tobacco company. Visit www.xxiicentury.com for
more information.
Cautionary Note Regarding Forward-Looking Statements: This press release
contains forward-looking information, including all statements that are
not statements of historical fact regarding the intent, belief or
current expectations of 22nd Century Group, Inc., its directors or its
officers with respect to the contents of this press release. The words
“may,” “would,” “will,” “expect,” “estimate,” “anticipate,” “believe,”
“intend” and similar expressions and variations thereof are intended to
identify forward-looking statements. We cannot guarantee future results,
levels of activity or performance. You should not place undue reliance
on these forward-looking statements, which speak only as of the date
that they were made. These cautionary statements should be considered
with any written or oral forward-looking statements that we may issue in
the future. Except as required by applicable law, including the
securities laws of the United States, we do not intend to update any of
the forward-looking statements to conform these statements to reflect
actual results, later events or circumstances, or to reflect the
occurrence of unanticipated events. You should carefully review and
consider the various disclosures made by us in our annual report on Form
10-K for the year ended December 31, 2014, filed on February 6, 2015,
including the section entitled “Risk Factors,” and our other reports
filed with the U.S. Securities and Exchange Commission which attempt to
advise interested parties of the risks and factors that may affect our
business, financial condition, results of operation and cash flows. If
one or more of these risks or uncertainties materialize, or if the
underlying assumptions prove incorrect, our actual results may vary
materially from those expected or projected.
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