When Cigar Packages Speak
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Transcript of When Cigar Packages Speak
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When Cigar Packages SpeakOverview and Some Findings from
the Chatterbox Project
Muhannad MalasMPH Candidate, Dalla Lana School of Public Health
University of TorontoMay 27 2014
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Lifestyle
Strength
The Chatterbox Project
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Semiotic Analysis
Market Research
Trademark Database
Scientific Literature
Tobacco Industry
Documents
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Little Cigar Packaging
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Overview
• Industries response to regulation
• Decoding pack messages
• What does it all mean
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Before and AfterBill C-32 (2009)
• Redefined a little cigar as a cigar that has “a cigarette filter or weighs no more than 1.4 grams…”*
• Little cigars cannot be flavoured.
• Little cigars cannot be sold in packs containing less than 20 little cigars.
* Federal Tobacco Act
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Before and AfterBill C-32
Before After
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Redesign of Colts to be Compliant with Bill C-32
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After Bill C-32
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Emerging Themes/Design Elements
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Candy-Like Flavours
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Candy-Like Flavours
Apples connote goodness and freshness and we see many possibilities for our youth oriented cigarette with this flavor. Apple cider is also a possibility… It’s a well known fact that teenagers like sweet Products. Honey might be considered.
Brown & Williamson, 1972
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Candy-Like Flavours
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Youthfulness
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Youthfulness
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Youthfulness
“The fourth group of smokers are the Millennials. These are younger consumers, mostly males, who are obssessed with technology, fascinated by travel, and want to
tap into new products for the next generation…” – Cigar Company Executive
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Youthfulness
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Alcohol Culture
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Alcohol Culture
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Alcohol Culture (Gender?)
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Coffee CultureCoffee Culture
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Coffee CultureCoffee Culture
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Perceived Relative Strength
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Relative Strength (Tipping)
“The illusion of filtration is as important as the fact of filtration.” – Philip Morris
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Cigar manufactures have successfully refreshed their cigar brands.
– Flavours available – Single sticks and packs of < 20 available
• Pack design elements imbue the product with a host of connotations including youthfulness, healthfulness, relative perceived strength, alcohol/coffee culture
Conclusions
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Prohibition of flavours for all tobacco products, with no exceptions
To prevent the (re)launching of slightly modified products (circumventing) new regulations, prohibit introduction of new products
Prohibit specific design elements?
Better option is to implement plain and standardized packaging
Policy Options
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Chatterbox Glossary
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Available at:chatterbox.otru.org
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REPORTPackaging Cigars: Surveillance of Current
Trends (A Chatter Box Project)
Contributing Authors: Muhannad Malas Shawn O’Connor Emily Di Sante Robert Schwartz
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Chatterbox Team
Investigators Shawn O’Connor (PI) Robert Schwartz (PI) Emily Di Sante Joanna Cohen Melodie Tilson Anne Philipneri David Hammond Anne Lavack Timothy Dewhirst
Research Staff Muhannad Malas Mat Savelli Sylvia Hoang Lindsay Kochen Jaklyn Andrews Tracey Borland
This project was undertaken by the Ontario Tobacco Research Unit, with funding provided by Health Canada.
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chatterbox.otru.org