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Demarketing cigarettes through plain cigarette packaging

Author

Listed:
  • 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)

  • Crawford Moodie
  • Juan Miguel Rey Pino

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

Suggested Citation

  • Karine Gallopel & Crawford Moodie & Juan Miguel Rey Pino, 2010. "Demarketing cigarettes through plain cigarette packaging," Post-Print halshs-00484665, HAL.
    • Handle: RePEc:hal:journl:halshs-00484665
    as

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    Cited by:

    1. Moodie, Crawford & Ford, Allison, 2011. "Young adult smokers’ perceptions of cigarette pack innovation, pack colour and plain packaging," Australasian marketing journal, Elsevier, vol. 19(3), pages 174-180.

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