Of the Pack to Promote Cigarettes in the Region Abuse

frontpage.pdf 1 11/6/10 12:57 PM

CMY

ABUSE OF THE PACK TO PROMOTE CIGARETTES IN THE REGION

Southeast Asia Tobacco Control Alliance November 2010 author.pdf 1 11/6/10 12:53 PM

Author Tan Yen Lian , M.A. Knowledge and Information Manager Southeast Asia Tobacco Control Alliance (SEATCA)

Editor Ulysses Dorotheo, MD Southeast Asia Initiative on Tobacco Tax (SITT) Director Southeast Asia Tobacco Control Alliance (SEATCA)

C Published by M Southeast Asia Tobacco Control Alliance (SEATCA) Y Thakolsuk Place, Room 2B, 115 Thoddamri Road, Dusit, CM Bangkok 10300, Thailand MY Tel: +66 2 668 3650 Fax: +66 2 241 0082 CY

CMY Website: www.seatca.org E-mail: [email protected]

K First Published November 2010, 1,000 copies

ISBN 978-616-90022-5-3

Printed by Manus Film Limited Partnership 104/18-20 Soi Krungthepnon 13, Krungthepnon Road, Bangkhen Muang Nonthaburi, Nonthaburi, 11000 Thailand Tel: +66 2 968 3081 Fax: +66 2 968 5132 TOc.pdf 1 11/6/10 12:35 PM

1.0 Are we to believe the package has no ROLE ? 1 2.0 Why Is Cigarette Packaging Important ??? 2 3.0 How Does The Industry Use The Pack To 3 Market Its Deadly Product? Cigarette Packaging as a form of Advertising 3 Pack As Mini Billboard 4 Power Wall at Point-of-Sale 5 4.0 Catering to Market Segments 6 Pack Designs Targeting Youth 6 Pack Designs Targeting Women 7 5.0 Using Colors Instead of Words to Mislead Consumers 8 Using Bright Colours and Trendy Flavors To Attract Smokers 9 Table of Contents Table Portraying Sexual Imagery 10 6.0 Exploitation of Religion 10 7.0 More Innovative Pack Designs 11 8.0 Pack Design Aimed at Diluting the Effect of Pictorial 13 Health Warnings 9.0 Conclusions 15 C M 10.0 Recommendations 15 Y

CMY This document is prepared drawing from ﬁndings obtained from the Tobacco Industry

K Surveillance and Monitoring Program managed by Ms. Menchi Velasco.

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

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

Acknowledgements Philippines - Atty. Irene Reyes, Dr. Rachel Rowena Garcia, Atty. Deborah Sy and Dr. Maricar Limpin Thailand - Dr. Piyarat Nimpitakpong, Ms. Sataporn Jiratananont and Ms. 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

SEATCA team : Ms.Bungon Ritthiphakdee, Dr. Domilyn Villarreiz, Dr. Mary Assunta p1.pdf 1 11/6/10 11:31 AM

Are we to believe 1.0 the package has no ROLE ?

“The primary Phillip Morris describes the role of a pack: job of the package is to create a desire to purchase and try”.

CMY

01 Source: Arthur D. Little. Development of cigarette packaging. 14 Oct 1963. Liggett and Myers. Cigarettes in the Region Abuse of the Pack to Promote Bates No. T130729022–9058. http://legacy.library.ucsf.edu/tid/yiq76d00. Abuse of the Pack to Promote

02 Cigarettes in the Region The Power of Power Packaging marketing.”

Why Is Cigarette Packaging Packaging Cigarette Is Why Important???

anything else – our packaging is our anything else communicator of our brand essence. communicator of our brand essence. messages, our packaging….is the sole messages, our

Source: Hulit M . Marketing Issues Corporate Affairs Conference May 27, May 27, Conference Affairs Corporate Issues Hulit M . Marketing Source: May 1994. Philip Morris. Bates No. 2504015017/5042 1994—Manila. 27 http://legacy.library.ucsf.edu/tid/jga42e00. Put another way, when you don’t have when you don’t have way, Put another “In the absence of any other marketing other marketing of any absence “In the 0 creating significant in-store presence at point-of-sale (POS) presence at point-of-sale creating significant in-store image communicating a distinct brand target market to its exposure advertising or increasing . Source: M Wakefield, et.al. The cigarette pack as image: new evidence from tobacco tobacco from evidence pack as image: new cigarette The et.al. Wakefield, M Source: Control 2002;11:i73-i80 Tobacco documents industry Tobacco companies carry out systematic and extensive research to ensure and extensive research to ensure carry out systematic companies Tobacco target groups, including youth and to selected packaging appeals cigarette women Use of pack design and colour to communicate the false impression of less Use of pack design and colour cigarette harm of lower tar or milder

Tobacco companies view cigarette packaging as an integral component of packaging as an integral cigarette view companies Tobacco for: and as a vehicle strategy their marketing 2 p2.pdf 1 11/6/10 11:32 AM 11:32 1 11/6/10 p2.pdf K Y M C CY MY CM CMY Indonesia

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

Cigarette Packaging As A Form of Advertising Packaging As A Form Cigarette 0 .

As a form of advertisement, the pack is designed to be visually attractive and visually to be pack is designed As a form of advertisement, the silent salesman. as a serves 3 p3.pdf 1 11/6/10 11:34 AM 11:34 1 11/6/10 p3.pdf Abuse of the Pack to Promote

03 Cigarettes in the Region K Y M C CY MY CM CMY Abuse of the Pack to Promote

04 Cigarettes in the Region Outdoor Life Limited Edition Adventure World Cup F-1 makes a statement about himself.” a statement makes “… a cigarette pack is unique because the pack is unique because the “… a cigarette saunters into a bar and plunks it down, he into a bar and plunks saunters It’s part of a smoker’s clothing and when he and when he clothing part of a smoker’s It’s John Digianni, former cigarette pack designer: John Digianni, former cigarette pack consumer carries it around with him all day… carries it around with him all day… consumer Source: Koten J. "Tobacco Marketers" Success Formula: Make Cigarettes Make Formula: Success Marketers" "Tobacco J. Koten Source: 29, 1980. February p. 22. Journal. Street Wall Own Image". Smoker's In Pack As Mini Billboard Pack Packageseen by others It communicates a brand identity the pack Appealing images printed on events and current which highlights trends It is a pocket-sized/mini billboard It is a pocket-sized/mini 7 days/week It works 24 hours/day, Pack Design Tobacco Tobacco p4.pdf 1 11/6/10 11:43 AM 11:43 1 11/6/10 p4.pdf K Y M C CY MY CM CMY Laos Power Wall at Point-of-Sale Wall at Power Indonesia This is an excellent way to advertise a cigarette a cigarette way to advertise This is an excellent using brand brand when conventional advertising name is banned at POS. Individual packs have been creatively designed in such a designed in creatively been packs have Individual brand to advertise together can be placed way that they retail shelves making it highly visible from names on the a distance. Packs when placed together form what is called a power wall. form what is called Packs placed together when to form and used highly visible packs are Cigarettes to entice items on the shelves prominent display to buy. customers potential p5.pdf 1 11/6/10 11:49 AM 11:49 1 11/6/10 p5.pdf Abuse of the Pack to Promote

05 Cigarettes in the Region K Y M C CY MY CM CMY p6.pdf 1 11/6/10 11:56 AM

4.0 Catering to Market Segments Pack Design Targeting Youth

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

Y Philippines

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

Malaysia

To encourage youths to be identiﬁed as a part of common interest group, 06

the industry named Cigarettes in the Region Abuse of the Pack to Promote brands after Club, Senior (with maturity) and Clas. Indonesia Laos Diameter and length of slim cigarette are much slimmer and longer Mustang and Marlboro and Marlboro Mustang a wild Cowboy depicts horse symbolizing and youthful freedom wild. Superslim “Perfume” Pack “Perfume” Superslim Philippines Indonesia Pastel colours are Pastel colours are women used to target A volution Menthol A volution Menthol Slims – ‘Lipstick pack’ Indonesia Superslim “Lipstick” Pack Superslim “Lipstick” Malaysia Indonesia p7.pdf 1 11/6/10 12:22 PM 12:22 1 11/6/10 p7.pdf Abuse of the Pack to Promote

07 Cigarettes in the Region K Y M C CY MY CM CMY p8.pdf 1 11/6/10 12:24 PM

Using Colors Instead of Words to 5.0 Mislead Consumers

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

M Vietnam Y Cambodia CM

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

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).

08 Cigarettes in the Region Abuse of the Pack to Promote

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

Using Bright Colours and Trendy Flavours To Attract Smokers

Cappucino Tea

Indonesia

M Sunny Peach Sweet Melon Menthol Orange

CMY

Philippines

Vanila Strawberry Apple Orange

09 Cigarettes in the Region Abuse of the Pack to Promote

Malaysia

These ﬂavored cigarette are targeted at the youth and women. p10.pdf 1 11/6/10 12:04 PM

Portraying Sexual Imagery

Raspberry Grape

To whom do Sour Apple these packs Honey C appeal? M

CMY

K Chocolate Mango

6.0 Exploitation of Religion

The improper use of the name and photo of Angkor Wat create a false perception that smoking 10

advocated by Buddhism. Cigarettes in the Region Abuse of the Pack to Promote

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

7.0 More Innovative Pack Designs Kiddie pack (5 sticks) in the form of sachet packaging.

Zipper bag Blister pack

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

Y Wallet Pack Design

MY When advertising at POS was banned in Malaysia in 2005, BAT created an innovative

CY wallet pack design to advertise its products.

CMY

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

Malaysia Casing Pack Design

A metal casing. 555 Express comes in an 11 attractive

Cigarettes in the Region Abuse of the Pack to Promote plastic casing.

Vietnam Malaysia Abuse of the Pack to Promote

12 Cigarettes in the Region Brazil Uruguay France Indonesia Germany Novelty Packs Coinciding with a Sport Event Coinciding with Novelty Packs Commemorative pack designs riding on the popularity of international the popularity of international riding on pack designs Commemorative football design of the The Cup. World FIFA as the 2010 such sporting events the ﬂag of top contenders. depicts Djarum also joined in the competition to win over smokers by introducing smokers competition to win over in the Djarum also joined 2010 host of the Africa, South to native limited edition pack designs feature Cup. World FIFA p12.pdf 1 11/6/10 12:12 PM 12:12 11/6/10 1 p12.pdf K Y M C CY MY CM CMY p13.pdf 1 11/6/10 12:28 PM

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

Designing the Pack to Circumvent the Law

Tax stamp Pictorial health There is no speciﬁcation concealing warning is of size of the pack, thus pictorial proportionately allowing the tobacco health reduced in size industry to introduce warning. for lipstick packs. C cigarette packs in the M shape of small ‘lipstick’ Y boxes. CM Malaysia Singapore

CMY

Sleeve was used to conceal or obscure health warning.

Malaysia

It was noted that smokers can ﬂip 13 the position of the sleeve to obscure

Cigarettes in the Region Abuse of the Pack to Promote the pictorial health warning. Abuse of the Pack to Promote

14 Cigarettes in the Region warning. eﬀect of pictorial eﬀect and design at the at the and design bottom half of the bottom half of pack to weaken the pack to weaken Industry uses colour Industry uses colour Graphic design on pack helps to distract smoker from pictorial health warning from on pack helps to distract smoker Graphic design Malaysia Thailand p14.pdf 1 11/6/10 12:18 PM 12:18 11/6/10 1 p14.pdf K Y M C CY MY CM CMY p15.pdf 1 11/6/10 12:14 PM

9.0 Conclusions

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.

Y Recommendations

CM 10.0

CMY Governments should introduce generic or plan packaging that only permits use K 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. 15 Cigarettes in the Region Abuse of the Pack to Promote p16.pdf 1 11/6/10 12:06 PM

Plain Packaging: The Cigarette Packs of the Future

Y Source: Cancer Council Australia

CMY

K FCTC Article 11 Guidelines FCTC Article 13 Guidelines

“Parties should consider adopting “Parties should consider adopting plain measures to restrict or prohibit the use of packaging requirements to eliminate the logos, colours, brand images or eﬀects of advertising or promotion on promotional information on packaging packaging. Packaging, individual other than brand names and product cigarettes or other tobacco products names displayed in a standard colour and should carry no advertising or promotion, font style (plain packaging). This may including design futures that makes increase the noticeability and products attractive.” eﬀectiveness of health warnings and messages, prevent the package from Adopted by the Conference of the Parties detracting attention from them, and to the WHO FCTC, 2008 address industry package design techniques that may suggest that some products are less harmful than others.” 16 Cigarettes in the Region Abuse of the Pack to Promote Adopted by the Conference of the Parties to the WHO FCTC, 2009 backcover.pdf 1 11/6/10 12:38 PM

Working together to promote the implementation of effective evidence-based tobacco control measures in Southeast Asia

CMY

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