Article

Youth perceptions of brand variant names on standardised cigarette packs, and responses to replacing these with numbers: A focus group study in Britain

Alternative title Numbered packs for tobacco

Details

Citation

Mitchell D, Moodie C, Ford A, MacKintosh AM, Critchlow N & Bauld L (2021) Youth perceptions of brand variant names on standardised cigarette packs, and responses to replacing these with numbers: A focus group study in Britain [Numbered packs for tobacco]. Drugs: Education, Prevention and Policy. https://doi.org/10.1080/09687637.2021.1902479

Abstract
Tobacco companies use brand variant name on cigarette packaging to differentiate, and create interest in, their products. We explored young peoples’ reactions to brand variant names on cigarette packs and perceptions of replacing these with numbers, a proposed policy in Turkey. Twelve focus groups, segmented by gender, age (11-12, 13-14, 15-16) and social grade (ABC1, C2DE), were conducted across Britain from May-July 2018 (n=89). Participants were asked what they thought about brand names in general, and on cigarette packs, and perceptions of replacing the brand variant name on cigarette packs with a number. Brand (variant) name was considered important for products, including cigarettes, and thought to communicate information about the product, image, price, and taste, and encourage purchase. Although replacing brand variant names on cigarette packs with numbers caused confusion, several participants mentioned that it would eliminate any remaining marketing power that the pack may have. They thought that numbered cigarette packs could be off-putting due to the absence of a familiar brand name, although the impact on smokers was considered negligible. Although adolescents were not clear on the rationale for numbered cigarette packs, some suggested that this would reduce one of the few remaining promotional features on standardised packs.

Keywords
tobacco; smoking; adolescents; qualitative research; tobacco control; tobacco packaging; young people; smoking prevention

Notes
Output Status: Forthcoming/Available Online

Journal
Drugs: Education, Prevention and Policy

StatusIn Press
FundersCancer Research UK
Publication date online26/05/2021
Date accepted by journal08/03/2021
URLhttp://hdl.handle.net/1893/32595
ISSN0968-7637
eISSN1465-3370

People (5)

People

Dr Nathan Critchlow
Dr Nathan Critchlow

Research Fellow, Institute for Social Marketing

Dr Allison Ford
Dr Allison Ford

Research Fellow, Institute for Social Marketing

Ms Anne Marie MacKintosh
Ms Anne Marie MacKintosh

Senior Researcher, Institute for Social Marketing

Dr Danielle Mitchell
Dr Danielle Mitchell

Research Assistant, Institute for Social Marketing

Dr Crawford Moodie
Dr Crawford Moodie

Senior Research Fellow, Institute for Social Marketing