Branded Cigarettes More Attractive

As a major tobacco company continues to lobby against plain packaging new research shows smokers find branded packets more appealing, stylish and sophisticated.
British American Tobacco (BAT) - which represents nearly three-quarters of the country's tobacco market - launched a major advertising campaign against plain packaging earlier this month. It is in response to a Government consultation document which proposes stopping tobacco companies using the design of packaging to promote their Lucky Strike discount Cigarettes.
BAT's main focus in the campaign is that plain packaging shows New Zealand has little respect for international brands and says this will cause trade problems.
"New Zealand has signed a number of international trade agreements which are very clear about the need to protect intellectual property," general manager of BATNZ Steve Rush said.
However, those in favor of plain packaging say tobacco companies are only concerned that the change will reduce the number of smokers - a statement backed up by research revealed this week. The BioMed Central Public Health study - a collaboration by scientists from Canada, the US and Brazil - analyzed the responses of 640 Brazilian women who were asked whether branded or plain packaged cigarettes appealed to them more.
Head scientist in the study, Dr. David Hammond from the University of Waterloo in Canada, said the women rated branded packs as more appealing, stylish and sophisticated.
"They also thought that cigarettes in branded packs would be better tasting and smoother," he said.
"Removal of all description from the packs, leaving only the brand, further reduced their appeal."
When offered plain or branded packaged cheap cigarettes as a free gift during the test, the women were three times more likely to choose the branded product. Australian plain packaging legislation is due to take effect in December, after the High Court rejected a challenge from four tobacco companies.