“It’s all About the Colors:” How do Mexico City Youth Perceive Cigarette Pack Design

Abstract

Objectives: Cigarette packs are relevant to branding strategies, designed to appeal to specific groups. There is little research on how pack features increase product appeal among key constituents such as youth in low- and middle-income countries.Methods: We conducted 10 focus group discussions (FGDs) with adolescents and 5 FGDs with young adult smokers in Mexico City, separated by age, gender, smoking, and socioeconomic status. Participants separated 23 cigarette packs into “appealing” and “unappealing” groups, and were asked to explain their decisions, describing the features that supported their views. FGDs were video-recorded, transcribed in Spanish, translated into English, and subjected to thematic analysis.Results: Pack groupings did not differ greatly across FGDs; bold, contrasting colors and elements communicating flavor and promotion increased cigarette pack appeal and desire to try. Participants perceived packs with these features to be used by and designed for youth, like themselves.Conclusion: Our findings reinforce the importance of packaging design in attracting new consumers and maintaining current ones. Mexico should consider stronger tobacco advertising policies that include packaging color and depiction of flavor to reduce product appeal.

Flavour capsule cigarette use and perceptions: a systematic review

“…47 Some Mexican female smokers who used double capsule cigarettes described crushing one flavour at the beginning and the other flavour halfway through. 44 Only one study with a randomised, open-label laboratory design measured smoking topography of capsule cigarette use. 43 Switching from smoking menthol capsule to non-menthol cigarettes (15 days each) resulted in no significant differences in total puff volume and cigarette consumption.…”

“…38 44-48 Young people, in particular, expressed the allure of the discreet smell of capsule cigarettes in being able to mask their smoking, such as at school or the office. [44][45][46] Appeal of menthol capsule cigarettes was often tied to being more minty than traditional menthol cigarettes, similar to chewing gum, considered cleaner and fresher, and something better to smoke when sick. [46][47][48] On the other hand, some smokers who preferred regular cigarettes did not like the more minty taste of menthol capsules, while some also described capsules as tasting 'plasticky' and 'artificial'.…”

Marketing of flavour capsule cigarettes: a systematic review

“…Appeal and use of FCVs are associated with younger age,7–10 and in some countries, with being female 7 8 10 11. These products are perceived as having a pleasant taste,12–14 being smoother on the throat7 13 and offering a more satisfying and fun smoking experience,7 particularly among non-daily smokers and non-smokers 13. The choice of flavours, the enjoyment of clicking the capsule and the ability to customise when and if to crush the capsule further contribute to their appeal 14–16.…”

Claims of Reduced Odor on Tobacco Packs in Low- and Middle-Income Countries

“…First, they may be perceived by smokers as an opportunity to engage in smoking unnoticed in a smoke-free space. Also, they may placate smokers who are conscious of the smell of cigarettes on their clothing in social settings, 5 , 6 and thereby increase the frequency of smoking.…”

“…This campaign introduced the tobacco product Salem Pianissimo, a product designed to have less “scent of smoke.” 4 It was the first menthol cigarette that offered less lingering or sidestream smell to Japanese smokers. 4 Evidence from industry documents 1 and a focus group study 5 demonstrate that marketing which suggests masking the smell of smoke increases smoking appeal, especially among females.…”