*January 12th, 2011Brussels
French studies on tobacco plain packaging
Dr Karine Gallopel-Morvan, PhD University of Rennes 1, France
*Toxic products
*Tobacco products
ARE TOXIC:500 000 (Europe)5 millions (world)
*Plain packaging (& visual warnings), an opportunity to break the impact of packaging Camel20 cigarettes
Article 11Marlboro20 cigarettes
*French research aimTo assess the impact of :
Plain packaging vs current packagingPictorial vs textual warnings
on attractiveness of the pack and smoking intentions
*1- Qualitative research 6 focus groups50 people (smokers & non smokers)familiar brand and objectreminds Marlboro advertising in general attractive color (red)
*
not attractive, dull, sad, cold evoke death, ash, smokelook like a toxic productdont want to touch it & to buy it
*Marlboro packGrey plain packWhite plain pack
Textual+pictorial
warnings
151 individuals149 individuals150 individuals153 individuals151 individuals151 individuals
Textual
warnings
2- Quantitative study (905 people)
*Effect of pack design & warnings for convincing non smokersnot to start smoking (non smokers only) Pack effect: F=9.6 p=.002Mean (out of 5)text text and pictorial
*In summary:
Tobacco packaging is a powerful advertising tool
Plain packaging (& pictorial warnings) can undermine this advertising function
*THANK YOU FOR LISTENING.
[email protected] / MILDT / INSERM (funding 06/2D07080192-3/LL-LC)
*We used real pack that was made by a professional. We inserted cigarettes in all tested packs.
Top Related