Demarketing cigarettes through plain cigarette packaging

Karine Gallopel (), Crawford Moodie and Juan Miguel Rey Pino
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Karine Gallopel: CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique

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Abstract: As the tobacco industry has been stripped of most of the marketing mix, the cigarette pack has become an increasingly important marketing tool. The cigarette pack helps promote the product through novel pack design and recognisable colours, logos and trademarks, and also familiar brand names. It may be possible however to reduce the attractiveness of the pack, and also tobacco, through plain (or standardised) packaging, which involves removing these pack design elements and leaving only the health warning and brand name in standardised font and size. To investigate this, in this study 540 French people (15-25 years) were recruited and randomly exposed to one of four Marlboro packs (normal branded pack or white, grey, brown plain pack). Plain packaging was found to significantly reduce the appeal of the pack and increase the prominence of the health warning

Keywords: tobacco; marketing social; packaging; couleur; tabac; Social marketing; colour (search for similar items in EconPapers)
Date: 2010-05
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Published in Congrès International de l'AFM 2010, May 2010, Le Mans, France. 17 p

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:halshs-00484665

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