Plain packaging and public health : the case of tobacco

Journal of Business Research (2013)
Auteurs : Karine Gallopel-Morvan, P. Gabriel, Marine Le Gall-Ely, Sophie Rieunier et Bertrand Urien

Since the tobacco industry has been stripped of most of its marketing mix, the cigarette package has become an increasingly important advertising tool. However, plain packaging could make it less attractive (by removing design elements such as logos and colors, leaving only the brand name in a standardized typeface and size). To investigate the impact of the plain pack, a qualitative study based on 6 focus groups was conducted with 50 French individuals aged between 15 and 45. Its findings suggest that plain packaging significantly reduces the pack’s appeal and benefits public health policies if combined with pictorial warnings on both sides and if the color of the plain pack is carefully chosen.