Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines
Introduction Tobacco industry documents reveal companies’ knowledge of a similar young adult market across countries in terms of attitudes and lifestyle aspirations. Some tobacco companies, therefore, use similar marketing approaches across different jurisdictions. We examined young adults’ percepti...
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| Format: | Article |
| Language: | English |
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European Publishing
2023-07-01
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| Series: | Tobacco Induced Diseases |
| Subjects: | |
| Online Access: | https://www.tobaccoinduceddiseases.org/Shared-perceptions-of-flavored-cigarette-pack-design-among-young-adults-who-smoke,168376,0,2.html |
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| author | Graziele Grilo<sup>+</sup> Jennifer L. Brown<sup>+</sup> Joanna E. Cohen Katherine Clegg Smith |
| author_facet | Graziele Grilo<sup>+</sup> Jennifer L. Brown<sup>+</sup> Joanna E. Cohen Katherine Clegg Smith |
| author_sort | Graziele Grilo<sup>+</sup> |
| collection | DOAJ |
| description | Introduction
Tobacco industry documents reveal companies’ knowledge of a
similar young adult market across countries in terms of attitudes and lifestyle
aspirations. Some tobacco companies, therefore, use similar marketing approaches
across different jurisdictions. We examined young adults’ perceptions of flavored
cigarette packs, including those containing flavor capsules, in Mexico and the
Philippines.
Methods
We conducted a secondary analysis of five focus groups held in Mexico
and four in the Philippines with young adults who smoke (aged 18–24 years),
separated by gender, in which participants interacted with cigarette packs
purchased locally. Transcribed and translated data were thematically analyzed
and compared between countries.
Results
Three major themes were identified: 1) Flavor capsules cigarettes are
recognizable via pack design through imagery on the pack that is understood
to signify capsules; 2) Colors signal flavor and make the pack attractive; and 3)
Young adults who smoke identify the target audience for these products as young
people and those who are beginning to smoke.
Conclusions
Young adults who smoke in Mexico and the Philippines interpreted
flavored cigarette pack design similarly and thought that young people are the
main audience for these products. This suggests a successful marketing approach
creating shared perceptions of flavored cigarette packs in different world regions.
It is likely that similar tactics are used in other countries around the world.
Therefore, jurisdictions might use evidence from other jurisdictions to support
the implementation of evidence-based tobacco control policies. These findings
also support the implementation of plain and standardized packaging and flavor
bans that would also limit product innovation such as capsules. |
| format | Article |
| id | doaj-art-2d01a7459f9540c78f7d294998741dea |
| institution | Kabale University |
| issn | 1617-9625 |
| language | English |
| publishDate | 2023-07-01 |
| publisher | European Publishing |
| record_format | Article |
| series | Tobacco Induced Diseases |
| spelling | doaj-art-2d01a7459f9540c78f7d294998741dea2025-01-24T15:26:36ZengEuropean PublishingTobacco Induced Diseases1617-96252023-07-0121July1910.18332/tid/168376168376Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the PhilippinesGraziele Grilo<sup>+</sup>0https://orcid.org/0000-0002-8377-4794Jennifer L. Brown<sup>+</sup>1https://orcid.org/0000-0001-7418-1172Joanna E. Cohen2https://orcid.org/0000-0002-3869-3637Katherine Clegg Smith3Institute for Global Tobacco Control, Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, United StatesInstitute for Global Tobacco Control, Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, United StatesInstitute for Global Tobacco Control, Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, United StatesDepartment of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, United StatesIntroduction Tobacco industry documents reveal companies’ knowledge of a similar young adult market across countries in terms of attitudes and lifestyle aspirations. Some tobacco companies, therefore, use similar marketing approaches across different jurisdictions. We examined young adults’ perceptions of flavored cigarette packs, including those containing flavor capsules, in Mexico and the Philippines. Methods We conducted a secondary analysis of five focus groups held in Mexico and four in the Philippines with young adults who smoke (aged 18–24 years), separated by gender, in which participants interacted with cigarette packs purchased locally. Transcribed and translated data were thematically analyzed and compared between countries. Results Three major themes were identified: 1) Flavor capsules cigarettes are recognizable via pack design through imagery on the pack that is understood to signify capsules; 2) Colors signal flavor and make the pack attractive; and 3) Young adults who smoke identify the target audience for these products as young people and those who are beginning to smoke. Conclusions Young adults who smoke in Mexico and the Philippines interpreted flavored cigarette pack design similarly and thought that young people are the main audience for these products. This suggests a successful marketing approach creating shared perceptions of flavored cigarette packs in different world regions. It is likely that similar tactics are used in other countries around the world. Therefore, jurisdictions might use evidence from other jurisdictions to support the implementation of evidence-based tobacco control policies. These findings also support the implementation of plain and standardized packaging and flavor bans that would also limit product innovation such as capsules.https://www.tobaccoinduceddiseases.org/Shared-perceptions-of-flavored-cigarette-pack-design-among-young-adults-who-smoke,168376,0,2.htmltobacco packaging regulationsflavored cigarettesyoung adults |
| spellingShingle | Graziele Grilo<sup>+</sup> Jennifer L. Brown<sup>+</sup> Joanna E. Cohen Katherine Clegg Smith Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines Tobacco Induced Diseases tobacco packaging regulations flavored cigarettes young adults |
| title | Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines |
| title_full | Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines |
| title_fullStr | Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines |
| title_full_unstemmed | Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines |
| title_short | Shared perceptions of flavored cigarette pack design among young adults who smoke in Mexico and the Philippines |
| title_sort | shared perceptions of flavored cigarette pack design among young adults who smoke in mexico and the philippines |
| topic | tobacco packaging regulations flavored cigarettes young adults |
| url | https://www.tobaccoinduceddiseases.org/Shared-perceptions-of-flavored-cigarette-pack-design-among-young-adults-who-smoke,168376,0,2.html |
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