The new campaign served to rival Newport's ongoing efforts targeting youth and attempted to steal Kool's declining young customer base.

In Salem Spirit, groups of young men and women are seen to bond together over fun, youthful activities, ranging from sledding and hot air ballooning to picnicking and frolicking in the ocean.

Used to reflect the potentially unknown sensations of menthol to new smokers, refreshment communicators included greenery, water, snow, and outdoor situations.

[7] Until the early 2000s, Salem was a sponsor of the Hong Kong Open, an ATP tennis tournament, which attracted a number of top ranking professional players.

[9] Salem is mainly sold in the United States, but also was or still is sold in Canada, British Virgin Islands, Mexico, Cuba, Chile, Brazil, Peru, Argentina, Iceland, Finland, West Germany, Germany, Spain, Italy, Poland, Hungary, Lithuania, Russia, Turkey, Singapore, Thailand, Malaysia, Taiwan, Hong Kong, Philippines, Japan and South Korea.