OF THE PACK TO ABUSE PROMOTE CIGARETTES IN THE REGION of the pack to promote... · PROMOTE CIGARETTES IN THE REGION ... Ms. Lisda Sundari, Dr. Rohani Budi Prihatin, Ms. Dina Kania,

OF THE PACK TO PROMOTE CIGARETTES IN THE REGION

ABUSE

Southeast Asia Tobacco Control Alliance

November 2010

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AuthorTan Yen Lian , M.A.Knowledge and Information ManagerSoutheast Asia Tobacco Control Alliance (SEATCA)

EditorUlysses Dorotheo, MDSoutheast Asia Initiative on Tobacco Tax (SITT) DirectorSoutheast Asia Tobacco Control Alliance (SEATCA)

Published by Southeast Asia Tobacco Control Alliance (SEATCA)Thakolsuk Place, Room 2B, 115 Thoddamri Road, Dusit,Bangkok 10300, ThailandTel: +66 2 668 3650 Fax: +66 2 241 0082Website: www.seatca.org E-mail: [email protected]

First Published November 2010, 1,000 copies

ISBN 978-616-90022-5-3

Printed by Manus Film Limited Partnership104/18-20 Soi Krungthepnon 13, Krungthepnon Road,Bangkhen Muang Nonthaburi, Nonthaburi, 11000 ThailandTel: +66 2 968 3081 Fax: +66 2 968 5132

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This document is prepared drawing from findings obtained from the Tobacco Industry Surveillance and Monitoring Program managed by Ms. Menchi Velasco.

The author would like to thank the following country partners for their contributions:

SEATCA team : Ms.Bungon Ritthiphakdee, Dr. Domilyn Villarreiz, Dr. Mary Assunta

Cambodia - Dr. Mom Kong, Ms. Phailin Y., Dr. Yel Daravuth, Dr. Sung Vinntak and Dr. Ray Rany

Indonesia - Dr. Elly Mutiawati, Ms. Lisda Sundari, Dr. Rohani Budi Prihatin, Ms. Dina Kania, Dr. Widyastuti Soerojo and Atty. Tubagus Haryo Karbyanto

Lao PDR - Mr. Youda Kongsengphengphet, Dr. Maniphan Vongphosy andDr. Bounlonh Ketsouvannasane

Malaysia - Mr. Halilol Rahman Mohamed, Dr. Rahmat Awang, Dr. Zarihah Zain,Dr Foong Kin and Mr Yong Check Yoon

Philippines - Atty. Irene Reyes, Dr. Rachel Rowena Garcia, Atty. Deborah Sy and Dr. Maricar Limpin

Thailand - Dr. Piyarat Nimpitakpong, Ms. Sataporn Jiratananont andMs. Churunee Pichayakulmongkon

Vietnam - Ms. Nguyen Thac Minh, Ms. Tran Kieu Thanh Ha, Dr. Phan Thi Hai,Dr. Pham Hoang Anh and Dr. Nguyen Tuan Lam

Tabl

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1.0 Are we to believe the package has no ROLE ?

2.0 Why Is Cigarette Packaging Important ???

3.0 How Does The Industry Use The Pack To Market Its Deadly Product?

Cigarette Packaging as a form of AdvertisingPack As Mini BillboardPower Wall at Point-of-Sale

4.0 Catering to Market SegmentsPack Designs Targeting YouthPack Designs Targeting Women

5.0 Using Colors Instead of Words to Mislead Consumers

6.0 Exploitation of Religion

7.0 More Innovative Pack Designs

9.0 Conclusions

10.0 Recommendations

Using Bright Colours and Trendy Flavors To Attract SmokersPortraying Sexual Imagery

8.0 Pack Design Aimed at Diluting the Effect of Pictorial Health Warnings

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6678

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Phillip Morris describes the role of a pack:

Are we to believethe package has no ROLE ?1.0

Abuse of the Pack to Prom

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igarettes in the Region

01

“The primary job of the

package is to create a desire to

purchase and try”.

Source: Arthur D. Little. Development of cigarette packaging. 14 Oct 1963. Liggett and Myers.Bates No. T130729022–9058. http://legacy.library.ucsf.edu/tid/yiq76d00.

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Tobacco companies view cigarette packaging as an integral component of their marketing strategy and as a vehicle for:

Use of pack design and colour to communicate the false impression of less harm of lower tar or milder cigarette

Tobacco companies carry out systematic and extensive research to ensure cigarette packaging appeals to selected target groups, including youth and women

“In the absence of any other marketing messages, our packaging….is the sole communicator of our brand essence.

Put another way, when you don’t have anything else – our packaging is our

marketing.”

Source: M Wakefield, et.al. The cigarette pack as image: new evidence from tobacco

creating significant in-store presence at point-of-sale (POS)

Why Is Cigarette Packaging Important??? 2.0

communicating a distinct brand image

advertising or increasing exposure to its target market

The Power of

Packaging

Source: Hulit M . Marketing Issues Corporate Affairs Conference May 27, 1994—Manila. 27 May 1994. Philip Morris. Bates No. 2504015017/5042 http://legacy.library.ucsf.edu/tid/jga42e00.

industry documents Tobacco Control 2002;11:i73-i80

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p2.pdf 1 11/6/10 11:32 AM


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How Does The Industry Use The Pack To Market Its Deadly Product?3.0

As a form of advertisement, the pack is designed to be visually attractive and serves as a silent salesman.

Cigarette Packaging As A Form of Advertising

Indonesia

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John Digianni, former cigarette pack designer:“… a cigarette pack is unique because the

consumer carries it around with him all day… It’s part of a smoker’s clothing and when he saunters into a bar and plunks it down, he

makes a statement about himself.”

It is a pocket-sized/mini billboard

It works 24 hours/day, 7 days/week

Package seen by others

It communicates a brand identity

Appealing images printed on the pack which highlights trends and current events

Tobacco Pack

Design

Pack As Mini Billboard Limited Edition

Outdoor LifeAdventure

World CupF-1

Source: Koten J. "Tobacco Marketers" Success Formula: Make Cigarettes In Smoker's Own Image". Wall Street Journal. p. 22. February 29, 1980.

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05

Packs when placed together form what is called a power wall.

Cigarettes packs are highly visible and used to form prominent display items on the shelves to entice potential customers to buy.

Individual packs have been creatively designed in such a way that they can be placed together to advertise brand names on the retail shelves making it highly visible from a distance.

This is an excellent way to advertise a cigarette brand when conventional advertising using brand name is banned at POS.

Power Wall at Point-of-Sale

Indonesia

Laos

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This Salem series from JTI tries to associate its brand name with freshness of youth and misic through the past decades.

Pall Mall series ’Follow your Imagination’ appeals to the youthful sense of adventure.

Catering to Market Segments4.0

06

Pack Design Targeting Youth

To encourage youths to be identified as a part of common interest group, the industry named brands after Club, Senior (with maturity) and Clas.

Philippines

Malaysia

Indonesia


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Superslim “Lipstick” Pack

Mustang and Marlboro Cowboy depicts a wild horse symbolizing youthful freedom and wild.

Indonesia

Philippines

Indonesia

A volution Menthol Slims – ‘Lipstick pack’

Pastel colours are used to target women

Superslim “Perfume” Pack

Diameter and length of slim cigarette are much slimmer and longer

Indonesia

Malaysia

Laos

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Using Colors Instead of Words to Mislead Consumers 5.0


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Cambodia

Different colour coding to differentiate brand variants such as red colour for regular cigarette, blue for light cigarette and green for menthol cigarette.

Vietnam

Tobacco industry uses soft colours to communicate the false impression of lower tar or milder cigarettes.

Malaysia

When the use of misleading descriptors was banned in 2009 in Malaysia, colours were used to replace descriptors such as blue (Light), red (Regular) and green (Menthol).

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p8.pdf 1 11/6/10 12:24 PM

Vanila Strawberry Apple Orange


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Philippines

Using Bright Colours and Trendy Flavours To Attract Smokers

Indonesia

Cappucino

Sunny Peach Sweet Melon Menthol Orange

Malaysia

Tea

These flavored cigarette are targeted at the youth and women.

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p9.pdf 1 11/6/10 12:01 PM

Exploitation of Religion6.0


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The improper use of the name and photo of Angkor Wat create a false perception that smoking advocated by Buddhism.

Cambodia

Portraying Sexual Imagery

Raspberry Grape

HoneySour Apple

Chocolate Mango

To whom do

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More Innovative Pack Designs7.0

555 Express comes in an attractive plastic casing.

Casing Pack Design


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Malaysia

When advertising at POS was banned in Malaysia in 2005, BAT created an innovative wallet pack design to advertise its products.

Wallet Pack Design

Blister packZipper bag

VietnamPhilippines

Malaysia

Vietnam

Tobacco Advertisements are placed on the insides of the wallet pack.

New Marlboro ‘Fresh Mint’ was launched in two different types of packaging.

Kiddie pack (5 sticks) in the form of sachet packaging.

A metal casing.

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p11.pdf 1 11/6/10 12:09 PM


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Commemorative pack designs riding on the popularity of international sporting events such as the 2010 FIFA World Cup. The design of the football depicts the flag of top contenders.

Djarum also joined in the competition to win over smokers by introducing limited edition pack designs feature native to South Africa, host of the 2010 FIFA World Cup.

Novelty Packs Coinciding with a Sport Event

Indonesia

Germany France Uruguay Brazil

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Pack Design Aimed at Diluting the Effect of Pictorial Health Warning8.0

There is no specification of size of the pack, thus allowing the tobacco industry to introduce cigarette packs in the shape of small ‘lipstick’ boxes.

It was noted that smokers can flip the position of the sleeve to obscure the pictorial health warning.

Designing the Pack to Circumvent the Law


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Tax stamp concealing pictorial health warning.

Pictorial health warning is proportionately reduced in size for lipstick packs.

Sleeve was used to conceal or obscure health warning.

Malaysia

Malaysia

Singapore

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p13.pdf 1 11/6/10 12:28 PM


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Graphic design on pack helps to distract smoker from pictorial health warning

Industry uses colour and design at the

bottom half of the pack to weaken the

effect of pictorial warning.

Malaysia

Thailand

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p14.pdf 1 11/6/10 12:18 PM

The cigarette pack is an important vehicle to advertise tobacco.

Innovative pack designs and colours are used to appeal to specific segments of the population such as youth and female.

Cigarette pack designs are used by the tobacco industry to decrease the effectiveness of pictorial health warning.


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Conclusions9.0

Governments should introduce generic or plan packaging that only permits use of the brand name in a standard colour and font style. All other trademarks, logos, colour schemes and graphics should be prohibited.

Specify the shape and dimension of cigarette packs to prohibit the tobacco industry from introducing packs in different shapes and sizes as well as to prevent distorting and minimizing the pictorial health warning.

Ban display of cigarette at the point-of-sale (POS) to keep cigarettes less visible to the public and to avoid attracting smokers especially the youth from buying it.

Establish and sustain a tobacco industry surveillance system in each country to monitor tobacco industry activities.

Recommendations10.0C

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Plain Packaging: The Cigarette Packs of the Future


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“Parties should consider adopting measures to restrict or prohibit the use of logos, colours, brand images or promotional information on packaging other than brand names and product names displayed in a standard colour and font style (plain packaging). This may increase the noticeability and effectiveness of health warnings and messages, prevent the package from detracting attention from them, and address industry package design techniques that may suggest that some products are less harmful than others.”

“Parties should consider adopting plain packaging requirements to eliminate the effects of advertising or promotion on packaging. Packaging, individual cigarettes or other tobacco products should carry no advertising or promotion, including design futures that makes products attractive.”

FCTC Article 11 Guidelines FCTC Article 13 Guidelines

Adopted by the Conference of the Parties to the WHO FCTC, 2008

Adopted by the Conference of the Parties to the WHO FCTC, 2009

Source: Cancer Council Australia

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www.seatca.org

Southeast Asia Tobacco Control Alliance (SEATCA)Thakolsuk Place, Room 2B, 115 Thoddamri Road, Dusit, Bangkok 10300, Thailand

Working together to promote the implementation of effective evidence-based tobacco control

measures in Southeast AsiaC

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Documents

OF THE PACK TO ABUSE PROMOTE CIGARETTES IN THE REGION of the pack to promote... · PROMOTE CIGARETTES IN THE REGION ... Ms. Lisda Sundari, Dr. Rohani Budi Prihatin, Ms. Dina Kania,