SRITA

Stanford Research into the Impact of Tobacco Advertising

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Discounts – img40376

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JUUL’s business model is to get their devices into as many customer’s hands as possible and then sell them nicotine containing flavor pods on a recurring basis. One way JUUL does this is by regularly advertising discounts for its starter kits. (e.g. 15%, 25%, 40% off). Aligned with this strategy, JUUL heavily promotes its autoship subscription purchase plan for its pods. Other cost savings offered by JUUL include soliciting customers as marketing partners with the “JUUL referral program-give $15 get $15.” For price sensitive buyers, JUUL promotes its “JUUL savings calculator” to enable customers to realize that using JUUL is a cheaper way of satisfying their nicotine addiction than cigarettes.

Discounts – img40377

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JUUL’s business model is to get their devices into as many customer’s hands as possible and then sell them nicotine containing flavor pods on a recurring basis. One way JUUL does this is by regularly advertising discounts for its starter kits. (e.g. 15%, 25%, 40% off). Aligned with this strategy, JUUL heavily promotes its autoship subscription purchase plan for its pods. Other cost savings offered by JUUL include soliciting customers as marketing partners with the “JUUL referral program-give $15 get $15.” For price sensitive buyers, JUUL promotes its “JUUL savings calculator” to enable customers to realize that using JUUL is a cheaper way of satisfying their nicotine addiction than cigarettes.

IQOS Retail – img44060

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IQOS stores cement the brand’s image as design centered and fashionable. The stores take their design cues from Apple, with similar light wood interiors, open floor plans, big windows, and a minimalistic focus on just their product. Furniture in bold, solid colors matches the rainbow of customizable IQOS cases on display. It’s clear that the designers want visitors to take their time inside: even for stores that are not a combination shopping spot and café, as exist in some countries, there’s generally complimentary coffee, ample seating, and room to take one’s fill of Instagram photos. The stores sometimes double as event spaces, especially for launch parties, which gives Philip Morris International another opportunity to pair its device with what’s trendy among youth─for example, in Armenia and Russia, event catering included multicolored macarons alongside more traditional champagne. All in all, the styling of IQOS stores creates the feeling of an exclusive, high-end experience available only through its tobacco product.

Children Smoking – img10098

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Children have played a huge role in tobacco advertising over the decades, and images of children fulfill multiple purposes for tobacco advertisers. Particularly in the Baby Boomer era, depictions of children with their mothers or fathers in cigarette ads reinforced the respectability of smoking as a part of normal family life, a perception often promulgated by the tobacco industry. Further, the images of youngsters tended to send a reassuring message to consumers about the healthfulness of the product, representing purity, vibrancy, and life – concepts which can be dangerous when tied to tobacco products. Finally, these depictions of children were an obvious ploy to attract females to smoking as part of the industry’s campaign to expand the pool of women smokers.

Children Smoking – img8736

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Children have played a huge role in tobacco advertising over the decades, and images of children fulfill multiple purposes for tobacco advertisers. Particularly in the Baby Boomer era, depictions of children with their mothers or fathers in cigarette ads reinforced the respectability of smoking as a part of normal family life, a perception often promulgated by the tobacco industry. Further, the images of youngsters tended to send a reassuring message to consumers about the healthfulness of the product, representing purity, vibrancy, and life – concepts which can be dangerous when tied to tobacco products. Finally, these depictions of children were an obvious ploy to attract females to smoking as part of the industry’s campaign to expand the pool of women smokers.

Children Smoking – img4375

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Children have played a huge role in tobacco advertising over the decades, and images of children fulfill multiple purposes for tobacco advertisers. Particularly in the Baby Boomer era, depictions of children with their mothers or fathers in cigarette ads reinforced the respectability of smoking as a part of normal family life, a perception often promulgated by the tobacco industry. Further, the images of youngsters tended to send a reassuring message to consumers about the healthfulness of the product, representing purity, vibrancy, and life – concepts which can be dangerous when tied to tobacco products. Finally, these depictions of children were an obvious ploy to attract females to smoking as part of the industry’s campaign to expand the pool of women smokers.

Children Smoking – img10099

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Children have played a huge role in tobacco advertising over the decades, and images of children fulfill multiple purposes for tobacco advertisers. Particularly in the Baby Boomer era, depictions of children with their mothers or fathers in cigarette ads reinforced the respectability of smoking as a part of normal family life, a perception often promulgated by the tobacco industry. Further, the images of youngsters tended to send a reassuring message to consumers about the healthfulness of the product, representing purity, vibrancy, and life – concepts which can be dangerous when tied to tobacco products. Finally, these depictions of children were an obvious ploy to attract females to smoking as part of the industry’s campaign to expand the pool of women smokers.

Children Smoking – img4379

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Children have played a huge role in tobacco advertising over the decades, and images of children fulfill multiple purposes for tobacco advertisers. Particularly in the Baby Boomer era, depictions of children with their mothers or fathers in cigarette ads reinforced the respectability of smoking as a part of normal family life, a perception often promulgated by the tobacco industry. Further, the images of youngsters tended to send a reassuring message to consumers about the healthfulness of the product, representing purity, vibrancy, and life – concepts which can be dangerous when tied to tobacco products. Finally, these depictions of children were an obvious ploy to attract females to smoking as part of the industry’s campaign to expand the pool of women smokers.

Cigalikes – img18206

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There are two different styles of e-cigarettes available in the market. E-cigs that look like technologically advanced pens and smart phones and e-cigs that look and feel much like a traditional cigarette. It is under this latter category that brands such as NJOY, Premium Ecigs, Play Vapor and Real Feel belong.

For many heavy smokers, every detail of the smoking experience from the way the cigarette feels in their hand, to the taste and smell of the product, to the way it burns the throat, to how they ash it contributes to their smoking pleasure. Some studies have shown that if these sensations are removed that smoking satisfaction decreases.

In tempting these heavy smokers to switch over to e-cigs, many eCig brands are trying to mimic as much of the taste and feel of conventional cigarettes as they can. For instance both Real and NJOY are so closely designed to imitate a traditional cigarette that they include a faux gold ring, cartridge color and a tip that resembles glowing embers. NJOY and Metro eCigs are also designed to be the same size as a conventional cigarette. NJOY manufacturers are also working to get the eCig to weigh the same as a conventional cigarette.

For many heavy smokers, eCigs miss the mark because they don’t produce a throat hit, the burn at the back of your throat when you smoke. While eCig manufacturers are getting better at imitating this feature of conventional cigarettes too, for the moment it still isn’t there.

Cigalikes – img18970

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There are two different styles of e-cigarettes available in the market. E-cigs that look like technologically advanced pens and smart phones and e-cigs that look and feel much like a traditional cigarette. It is under this latter category that brands such as NJOY, Premium Ecigs, Play Vapor and Real Feel belong.

For many heavy smokers, every detail of the smoking experience from the way the cigarette feels in their hand, to the taste and smell of the product, to the way it burns the throat, to how they ash it contributes to their smoking pleasure. Some studies have shown that if these sensations are removed that smoking satisfaction decreases.

In tempting these heavy smokers to switch over to e-cigs, many eCig brands are trying to mimic as much of the taste and feel of conventional cigarettes as they can. For instance both Real and NJOY are so closely designed to imitate a traditional cigarette that they include a faux gold ring, cartridge color and a tip that resembles glowing embers. NJOY and Metro eCigs are also designed to be the same size as a conventional cigarette. NJOY manufacturers are also working to get the eCig to weigh the same as a conventional cigarette.

For many heavy smokers, eCigs miss the mark because they don’t produce a throat hit, the burn at the back of your throat when you smoke. While eCig manufacturers are getting better at imitating this feature of conventional cigarettes too, for the moment it still isn’t there.

eCig Technology – img33082

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Electronic cigarettes (e-cigs) are hand-held, battery-operated, devices that deliver vaporized nicotine-propylene glycol solution to the user. Most e-cigs have three basic components- battery, atomizer unit, and ejuice cartridge tank. Depending on the type of e-cigs, single use/ rechargeable/ refillable, the batteries and ejuice cartridge type vary.

Based on the type of product- e-cig vs. Advanced Personal Vaporizer, the battery can vary from standard batteries to variable voltage batteries. The variable wattage batteries typically allow users to adjust wattage output from 5 to 15 watts of power. Some e-cig companies such as Joyetech and Vuse also feature “intelligent batteries” that support smartchips.

The atomizer is the most critical component of the e-cig as it contains a heating coil and is responsible for turning the eliquid in the cartridge into vapor when a person inhales on the device. Some e-cig devices are only made of two pieces- the battery and the cartomizer. In these types of devices, the atomizer and cartridge are combined to form one component that connects to the battery.

ejuice for the e-cig is available either as disposables or refillable, in which case, vape juice from any manufacturer can be refilled in the cartridges much like you refill ink cheaper inks into expensive printer cartridges. However, some e-cig companies are now making proprietary devices in which only the brand cartridge will work with the device. For instance, Vuse has a proprietary encryption technology that does not permit any non-VUSE Cartridges to be used with device.

Some e-cig brands contain smart processors that enable usage information to be tracked and shared with family and friends. For instance, through Smokio’s apps, users can track the number of their vapes, check the battery and regulate the amount of vapor you're getting with each puff. Vapor Corp announced an e-cig that has a finger-print lock to prevent unintended use of the device.

Red Man – ing45620

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The Red Man brand of chewing tobacco was first introduced to the US in 1904. Promotional activities tied-in with rural and outdoor sporting events was a main stay of Red Man’s marketing strategy. From 1952 to 1955, Red Man produced a series of baseball cards, the only tobacco company to do so after 1920. The sets are valuable due to the appearance of top players including Stan Musial, Yogi Berra and Willie Mays.1 Red Man also sponsored other sporting events such as Red Man All-American Pulling Series,” a tractor pulling competition and the “Red Man All-American Bass Championship”, a fishing competition.

1. Wikipedia. (2017). Red Man. Available at https://en.wikipedia.org/wiki/Red_Man

Medicinal Cigarettes – img23281

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Tobacco was long thought to hold medicinal properties, though the opposite is now known to be true: In 2008, the World Health Organization (WHO) reported that tobacco “is the single most preventable cause of death in the world today” and noted that tobacco “is a risk factor for six of the eight leading causes of death in the world” (1). However, as early as 1492 when Columbus and his crew first encountered Native Americans smoking tobacco, the Europeans recorded tobacco’s use as a healing agent. From then on, the supposed medicinal powers of both tobacco and nicotine were included in most European and American pharmacopoeia (official lists of approved medications) until the twentieth century, when nicotine was deleted from the American Pharmacopoeia just in time for the passage of the Pure Food and Drug Act of 1906. Tobacco soon became regulated, as it joined liquor and firearms as taxable by the Bureau of Alcohol, Tobacco and Firearms. Still, as late as the end of the nineteenth and the beginning of the twentieth centuries, numerous companies advertised medicinal cigarettes. Some of these medicinal cigarettes contained tobacco, while others did not. Those used to treat asthma, “asthma cigarettes,” were sold well into the latter half of the twentieth century.

1. WHO Report on the Global Tobacco Epidemic, 2008. Geneva: World Health Organization. 6-7:2008

Red Man – ing23493

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The Red Man brand of chewing tobacco was first introduced to the US in 1904. Promotional activities tied-in with rural and outdoor sporting events was a main stay of Red Man’s marketing strategy. From 1952 to 1955, Red Man produced a series of baseball cards, the only tobacco company to do so after 1920. The sets are valuable due to the appearance of top players including Stan Musial, Yogi Berra and Willie Mays.1 Red Man also sponsored other sporting events such as Red Man All-American Pulling Series,” a tractor pulling competition and the “Red Man All-American Bass Championship”, a fishing competition.

1. Wikipedia. (2017). Red Man. Available at https://en.wikipedia.org/wiki/Red_Man

Red Man – ing23494

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The Red Man brand of chewing tobacco was first introduced to the US in 1904. Promotional activities tied-in with rural and outdoor sporting events was a main stay of Red Man’s marketing strategy. From 1952 to 1955, Red Man produced a series of baseball cards, the only tobacco company to do so after 1920. The sets are valuable due to the appearance of top players including Stan Musial, Yogi Berra and Willie Mays.1 Red Man also sponsored other sporting events such as Red Man All-American Pulling Series,” a tractor pulling competition and the “Red Man All-American Bass Championship”, a fishing competition.

1. Wikipedia. (2017). Red Man. Available at https://en.wikipedia.org/wiki/Red_Man

Red Man – ing24205

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The Red Man brand of chewing tobacco was first introduced to the US in 1904. Promotional activities tied-in with rural and outdoor sporting events was a main stay of Red Man’s marketing strategy. From 1952 to 1955, Red Man produced a series of baseball cards, the only tobacco company to do so after 1920. The sets are valuable due to the appearance of top players including Stan Musial, Yogi Berra and Willie Mays.1 Red Man also sponsored other sporting events such as Red Man All-American Pulling Series,” a tractor pulling competition and the “Red Man All-American Bass Championship”, a fishing competition.

1. Wikipedia. (2017). Red Man. Available at https://en.wikipedia.org/wiki/Red_Man

Smoke Anywhere – img20832

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Freedom is possibly America’s most treasured value. Protected in the “Bill of Rights,” it is a deeply held core belief that to many Americans was a birthright and to some a hard fought victory. Given its hold on the American psyche, it has been used as a powerful marketing tool to hawk products as diverse as airplane tickets for Southwest Airlines, which calls itself “A Symbol of Freedom,” to getting a good night’s sleep with Dacron pillows, which is “America’s Freedom Fabric,” to the freedom to discover the road ahead with Chevrolet’s “Find New Roads,” and the freedom to “Just Do it” with Nike products.

E-cigarette (e-cig) companies have jumped on the freedom bandwagon and promise many kinds of freedom to vapers. A key selling point touted by e-cig companies is that their products can be used in places where smoking of traditional cigarettes is banned, like bars, restaurants, on flights, and in entertainment and sporting venues. An ad for Vapestick shows a woman vaping her e-cig in bed. The slogan of the ad reads, “Looks, Feels, and Tastes like a Real Cigarette That You Can Smoke Anywhere!”. A Cannastick ad shows people enjoying a concert under the caption “The Freedom to Vape Anywhere.” An ad for Cigana has the image of an airplane and is accompanied by the following text, “Smoke without the smoke…. Smoke like no one is watching.” A Vega Vapor ad tells consumers that many “local establishments are vapor friendly.”

The Smoke Anywhere theme is also widely publicized on brand websites. For instance, Blu e-cigs, says on its website, “blu e-cigs® electronic cigarettes are not traditional cigarettes and do not burn tobacco, so they can be smoked in bars, restaurants, offices and other places where normal smoking bans are in effect.” Fin e-cigs on its website says the brand is for individuals “…who want the freedom to smoke in places where traditional cigarettes are not permitted.

While e-cigs offer many freedoms to its users, a freedom that it cannot offer but it often promises is the freedom to smoke anywhere. Despite ads, eg. Blu and Vapestick, that show individuals vape on airplanes, the US Department of Transportation has issued guidelines restricting the use of e-cigs on flights. More restaurants are also coming forward to ban vaping on their premises. For instance, fast food giant Taco Bell has banned vaping in its premises.

Tee Shirts – img33081

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The “Wild West” marketing practices of the electronic cigarette (e-cig) industry has led to the reintroduction of product merchandising. Many e-cig companies offer free branded tee shirts as a teen marketing strategy while some e-cig companies sell branded tee-shirts in a bid to build community presence.

The tee- shirts in this category range from community-driven shirts that make puns or borrow from popular cultural references (e.g. “Keep Calm and Vape On” or “Vape Life”), to company branded merchandise (e.g. “You Don’t Know Jac” shirt from JacVapour, an e-cig company). Since freedom to vape is a popular advertising theme, especially in the face of in-door smoking restrictions in many cities, some of the tee-shirts have political slogans such as “Vape! Fight For Your Right.”

The Master Settlement Agreement of 1998 explicitly banned tobacco branding on merchandise because of its youth appeal. Given that e-cig companies are aggressively targeting teens, should they not also be required to follow the standard established for combustible cigarette products?

Healthy Cigars – img38175

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In the first half of the 20th century, tobacco companies were forthright with their health claims, featuring doctors hawking cigarettes or cigars in many of their ads. Consumers who saw these ads were made to feel that they would be following the doctor s orders to achieve health or fitness if they were to smoke the cigarettes advertised. Today, these nefarious health claims in tobacco ads are no longer so obvious; now, often words like pleasure or alive are keywords which indicate healthfulness. Doctors are no longer represented hawking cigarettes in ads, but the past audacity of tobacco companies is just as relevant in modern times.

At the time when many of these ads were printed, the public was worried about throat irritation due to smoking, and tobacco companies hoped that support from physicians would ease general concern. The none-too-subtle message was that if the doctor, with all his expertise, recommended a brand, then it must be safe.

In this theme, brands depict doctors hawking tobacco products in order to present the brand as healthful rather than harmful. An ad for Girard cigars has the image of a physician with a cigar in his hand accompanied by the following text, “Yes, I am a doctor. And I advise the smokers among my patients to smoke Girard cigars. In fact, I smoke them myself!..” The ad continues that the tobacco in Girard is “free from ill effects on the heart, the nerves or the digestion.” An ad by Thompson’s Mell-o-well has a physician recommending the brand of cigars to “any who are interested in regaining or keeping physical fitness.” It is ironic that in the process, they all manage to reveal the negative potential of tobacco by providing the consumer with the concept of an unhealthy cigarette or cigar in the first place.