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SFNTC saw an opportunity to fill that niche within the cigarette world.50 Research conducted by industry competitors found that the use of American Indian imagery by SFNTC served to bond people with Americas origins.35 PM found that the logos and graphics on NAS packaging led consumers to believe that smoking cigarettes was a normal human activity and that they were supporting a worthy Native cause (assuming that the brand was under American Indian ownership).35 Focus groups held by consultants for B&W found that the use of American Indian imagery contributed to consumers perceptions that SFNTC was a small company creating a healthier, more natural product.51 PM concluded that the images used by SFNTC contributed significantly to smokers emotional connection and loyalty with these products.35 In one 1994 promotional document,42 SFNTC referred to the use of natural tobacco as being closer to the way it was intended to be usedas part of American Indian traditionsand completely separate from nicotine addiction

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The primary difference appeared to be perception of product taste