Johns Hopkins Bloomberg School of Public Health Cigarette packaging in the Philippines: A comparison by flavor and flavor capsule presence Jennifer Brown, MPH Katherine Clegg Smith, PhD Meng Zhu, PhD Meghan Moran, PhD Connie Hoe, PhD Joanna Cohen, PhD
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Cigarette packaging in the Philippines: A comparison by ... · Cigarette packaging in the Philippines: A comparison by flavor and flavor capsule presence Jennifer Brown, MPH Katherine
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Johns Hopkins Bloomberg School of Public Health
Cigarette packaging in the Philippines: A comparison by flavor and flavor capsule presence
ObjectiveTo compare and describe the similarities and differences in packaging components being used between packs that vary by flavor and flavor capsule presence that were on the market in the Philippines in 2016.
Research questions• What structural components (pack type, opening style, shape)
are used to package cigarettes?
• What graphic components (color, imagery, descriptors) are used on cigarette packaging?
• Are there differences and/or similarities between groups of packaging that vary by flavor and capsule presence and the structural and graphic components used?
Methods• Packs coded for structural elements and graphic components
• Quantitative content analysis
• Compared prevalence of structural elements and graphic components across categories of packs (distinguished by flavor and flavor capsule) using Fisher’s exact test
Variable DefinitionNo flavor No indication that pack is flavored and no
distinguishable flavor/taste/aroma other than tobacco is displayed on cigarette pack or stick
Menthol or mint“Menthol” or “mint” appears as a descriptor on cigarette pack or stick
Characterizing flavor other than mint or menthol
A characterizing flavor other than “menthol” or “mint” is displayed as a descriptor on the cigarette packaging or stick, including, but not limited to caramel/vanilla/chocolate, cinnamon/canella or other spice, clove/kretek, fruit or citrus, coffee, alcoholic beverage, energy drink
Non-characterizing flavor
Indication that pack is flavored but no distinguishable flavor/taste/aroma other than tobacco is displayed on cigarette pack or stick
Flavor capsule pack Pack that indicates in any way that the user is able to change the stick flavor (e.g. convertibles, click and roll, activate)
Conclusions• Different materials, color (green), descriptors (“fresh”,
technology terms) and imagery (technology) are used on cigarette packaging to distinguish between cigarette types in the Philippines
• Findings highlight the need for a greater awareness of the potential for different packaging components to convey product characteristics to consumers, some that may be misleading or that are attractive to a new generation of smokers
• Can inform future tobacco control policy as the Philippines and other countries consider bans on flavored tobacco and displays at point-of-sale and adoption of plain tobacco packaging
Next steps• Future research will explore consumer perceptions of
menthol and flavor capsule cigarette packaging and assess whether distinguishing marketing features are associated with: Attractiveness Less harm Intention to try