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Flavor capsule brand cigarettes have increased adolescent appeal

Flavor capsule varieties of popular brand cigarettes are more appealing to adolescents than non-flavor capsule brand cigarettes, according to a recent study published in Tobacco Control.

Erika N. Abad-Vivero, MSc, from the department of tobacco research and Center for Population Health Research at the National Institute of Public Health in Cuernavaca, Morelos, México, and colleagues administered a survey of flavor capsule and non-flavor capsule varieties of brand cigarettes with names removed to 10,124 Mexican middle school students between the ages of 11 years and 16 years old, according to the abstract. Participants were tested on brand recall (Camel, Marlboro, Pall Mall) and were asked to rate each pack’s attractiveness as well as which pack they were interested in trying, if any. The researchers performed a logistic generalized estimating equation to determine the odds ratio (OR) for attractiveness and likelihood of trying per pack.

They found participants recalled flavor capsule varieties (FCVs) of Marlboro packs in 25% of cases, Camel regular in 17% of cases, Camel light in 9% of cases and Pall Mall in 8% of cases, according to the abstract. Regarding attractiveness, FCVs of Pall Mall packs were rated as very attractive in 13% of cases and Camel FCVs in 9% of cases. Participants reported wanting to try FCV Pall Mall packs in 22% of cases, Marlboro packs in 14% of cases and Camel packs in 13% of cases.

The researchers noted FCVs were independently associated with attractiveness (adjusted OR = 1.83; 95% CI, 1.72-1.94) and an interest in trying (adjusted OR = 1.74; 95% CI, 1.54-1.96) but that pack attractiveness also played a role in an interest in trying (adjusted OR = 5.63; 95% CI, 4.74-6.68), according to the abstract.

“Our package-based approach to assessing brand recall and adolescent responses to package design recognizes the increasing importance of packaging for communicating brand imagery where traditional advertising channels are banned, as is increasingly the case around the world,” Abad-Vivero and colleagues wrote in their study. “The results suggest that FCVs should be targeted for regulation, particularly given the substantial growth with which they are associated in a variety of markets.” – by Jeff Craven

Disclosure: The researchers report no relevant financial disclosures.