SRITA

Stanford Research into the Impact of Tobacco Advertising

Home / Archives for Web Image

Web Image

IQOS Retail – img40876

by

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.

Martin Luther King, Jr. Day – img28432

by

The electronic cigarette (e-cig) industry has taken every opportunity to associate itself with holidays and cultural symbols, which bring to mind happy times and celebration. Cherished patriotic and cultural icons can be found in a number of e-cig ads. Among the innumerable examples are George Washington, Mt. Rushmore, British royalty, the US flag, the Statue of Liberty, soldiers, astronauts, Santa Claus, and even the beloved family pet.

Events such as Valentine’s Day, Mother’s and Father’s Day, Cinco de Mayo, Thanksgiving, and Christmas are all promoted through discounts and contests. An ad by Green Smoke for Valentine’s Day has an e-cig positioned behind chocolate dipped strawberries. The slogan for the ad reads, “Give your Lover The Valentine’s Day Gift of a Lifetime.” Many ads celebrating Father’s Day and Mother’s Day contain messages of the healthfulness of the product and seek to encourage users to switch from traditional cigarettes to the electronic device. An NJOY ad, timed for Father's Day, contains the image of a father and son sitting beside each other on a paddleboat. The text of the ad read “some traditions shouldn't be passed down. Switch today.”

Our collection also includes several advertisements of Santa Claus enjoying an e-cig. E-cigs have also been displayed as stocking stuffers, Christmas ornaments, and as reindeers.

Halloween – img28568

by

The electronic cigarette (e-cig) industry has taken every opportunity to associate itself with holidays and cultural symbols, which bring to mind happy times and celebration. Cherished patriotic and cultural icons can be found in a number of e-cig ads. Among the innumerable examples are George Washington, Mt. Rushmore, British royalty, the US flag, the Statue of Liberty, soldiers, astronauts, Santa Claus, and even the beloved family pet.

Events such as Valentine’s Day, Mother’s and Father’s Day, Cinco de Mayo, Thanksgiving, and Christmas are all promoted through discounts and contests. An ad by Green Smoke for Valentine’s Day has an e-cig positioned behind chocolate dipped strawberries. The slogan for the ad reads, “Give your Lover The Valentine’s Day Gift of a Lifetime.” Many ads celebrating Father’s Day and Mother’s Day contain messages of the healthfulness of the product and seek to encourage users to switch from traditional cigarettes to the electronic device. An NJOY ad, timed for Father's Day, contains the image of a father and son sitting beside each other on a paddleboat. The text of the ad read “some traditions shouldn't be passed down. Switch today.”

Our collection also includes several advertisements of Santa Claus enjoying an e-cig. E-cigs have also been displayed as stocking stuffers, Christmas ornaments, and as reindeers.

Easter – img28610

by

The electronic cigarette (e-cig) industry has taken every opportunity to associate itself with holidays and cultural symbols, which bring to mind happy times and celebration. Cherished patriotic and cultural icons can be found in a number of e-cig ads. Among the innumerable examples are George Washington, Mt. Rushmore, British royalty, the US flag, the Statue of Liberty, soldiers, astronauts, Santa Claus, and even the beloved family pet.

Events such as Valentine’s Day, Mother’s and Father’s Day, Cinco de Mayo, Thanksgiving, and Christmas are all promoted through discounts and contests. An ad by Green Smoke for Valentine’s Day has an e-cig positioned behind chocolate dipped strawberries. The slogan for the ad reads, “Give your Lover The Valentine’s Day Gift of a Lifetime.” Many ads celebrating Father’s Day and Mother’s Day contain messages of the healthfulness of the product and seek to encourage users to switch from traditional cigarettes to the electronic device. An NJOY ad, timed for Father's Day, contains the image of a father and son sitting beside each other on a paddleboat. The text of the ad read “some traditions shouldn't be passed down. Switch today.”

Our collection also includes several advertisements of Santa Claus enjoying an e-cig. E-cigs have also been displayed as stocking stuffers, Christmas ornaments, and as reindeers.

Medicinal – img34091

by

Medicinal use of marijuana has its origins in ancient medical practice and has been prescribed to patients for treatment including for muscle sclerosis, cancer-related pain, and menstrual cramps.1 In the United States, marijuana maintains its status as a Schedule 1 drug under federal law (i.e. a drug that has no medicinal value and high potency for abuse), while more than 20 states in the US have recognized its role in medicine and have medical marijuana laws in place.

Advertising regulations for medical marijuana dispensaries and manufacturers vary widely across the states. In this theme, you will find advertisements marketing marijuana for a broad range of off-label symptoms and conditions. Infact, advertisements by some marijuana retailers often brand cannabis as a “cure-all” substance. For example, an advertisement titled “Operation Cannabis” distributed by WeedMemes.com displays a cartoon human anatomy indicating marijuana as a “neuroprotective” substance, an “antioxidant,” and one that not only reverses carcinogenic effects and “kills cancer,” but also “stimulates bone growth.”

Many advertisements picture a model dressed in a doctor’s white coat next to text that reads: “Marijuana Doctor,” or “Schedule an Appointment” (e.g.1-800MedicanMarijuana.com). The alleged medical professionals in these advertisements often are featured holding marijuana, marijuana paraphernalia, or posing in a stance as if prescribing cannabis. These promotional materials also more often than not utilize dark and light shades of green to attract cannabis-seeking consumers, as well as display the cannabis universal symbol. These ads are being promoted on billboards, print and storefront ads, and digital sites. As the recreational and medical marijuana market continues to grow, the need of the hour is a federal policy that addresses among other things advertising regulations.

1. MD, W. A. (2016). Marijuana: Health effects of recreational and medical use. Harvard Health Publications. Retrieved June 6, 2017, from http://www.health.harvard.edu/blog/the-health-effects-of-marijuana-from-recreational-and-medical-use-2016081910180
2. McGreevy, P. (2016). California initiative draws fire for opening the door to TV ads that promote pot smoking. Los Angeles Times. Retrieved June 6, 2017, from http://www.latimes.com/politics/la-pol-ca-california-pot-ads-20160731-snap-story.html

Reefer Madness – img34124

by

Originally, Reefer Madness was the title of a 1930’s American propaganda film that told the story of how an entire high school student body was introduced to smoking marijuana cigarettes (also known as, reefers).1 However, while the film was intentioned as a cautionary tale to parents about the grave and immoral consequences of allowing their kids to smoke marijuana (i.e. murder, kidnapping, rape, automotive homicide), it was soon made satire by critics and advocates alike. Following its release, a series of Reefer Madness-provoked images, novels, songs, and movie posters became popular. Many of these images and posters were distinctly labeled with “Adult Only” warnings, featured explicit images of devilish creatures and seduced females, distressed male and female figures, and satirical text describing the “wrecked lives” and “shattered hopes” of those who smoke marijuana (e.g. “Marijuana Girl,” “Marijuana Insanity,” “Reefer Blues”). The caricatures on the fronts of these advertisements were drawn with dramatic and popping colors of red, blue, and yellow (e.g. the clown in “The Circus of Reefer Madness”), large block-shaped text (e.g. “Road to Ruin), and the fiery red background motif resembling assorted items including fire, danger, the Devil, “passion,” etc. Characteristically, the contents of the posters drew from the original film’s other names, including: “The Burning Question,” “Dope Addict,” “Doped Youth,” and “Love Madness.”2 Additionally, the aftermath of “Reefer Madness” spanned new productions such as “Reefer Madness: The Movie Musical” and the song “Reefer man.” Thus, Reefer Madness, as well as the influence of two other films Marihuana (1936) and Assassin of Youth (1937) dictated the public perception of marijuana in the 1960’s.3

1. Reefer Madness (1936): Plot Summary. (2017). IMDb. Retrieved June 6, 2017, from http://www.imdb.com/title/tt0028346/plotsummary
2. Reefer Madness. (2013). Retrieved June 6, 2017, from https://en.wikipedia.org/wiki/Reefer_Madness
3. Schaefer, E. (n.d.). “Bold! Daring! Shocking! True!”: A History of Exploitation Films, 1919-1959. doi:https://books.google.com/books?id=CSBZqe0zPaMC&pg=PA1#v=onepage&q=Reefer&f=false

Reefer Madness – img34156

by

Originally, Reefer Madness was the title of a 1930’s American propaganda film that told the story of how an entire high school student body was introduced to smoking marijuana cigarettes (also known as, reefers).1 However, while the film was intentioned as a cautionary tale to parents about the grave and immoral consequences of allowing their kids to smoke marijuana (i.e. murder, kidnapping, rape, automotive homicide), it was soon made satire by critics and advocates alike. Following its release, a series of Reefer Madness-provoked images, novels, songs, and movie posters became popular. Many of these images and posters were distinctly labeled with “Adult Only” warnings, featured explicit images of devilish creatures and seduced females, distressed male and female figures, and satirical text describing the “wrecked lives” and “shattered hopes” of those who smoke marijuana (e.g. “Marijuana Girl,” “Marijuana Insanity,” “Reefer Blues”). The caricatures on the fronts of these advertisements were drawn with dramatic and popping colors of red, blue, and yellow (e.g. the clown in “The Circus of Reefer Madness”), large block-shaped text (e.g. “Road to Ruin), and the fiery red background motif resembling assorted items including fire, danger, the Devil, “passion,” etc. Characteristically, the contents of the posters drew from the original film’s other names, including: “The Burning Question,” “Dope Addict,” “Doped Youth,” and “Love Madness.”2 Additionally, the aftermath of “Reefer Madness” spanned new productions such as “Reefer Madness: The Movie Musical” and the song “Reefer man.” Thus, Reefer Madness, as well as the influence of two other films Marihuana (1936) and Assassin of Youth (1937) dictated the public perception of marijuana in the 1960’s.3

1. Reefer Madness (1936): Plot Summary. (2017). IMDb. Retrieved June 6, 2017, from http://www.imdb.com/title/tt0028346/plotsummary
2. Reefer Madness. (2013). Retrieved June 6, 2017, from https://en.wikipedia.org/wiki/Reefer_Madness
3. Schaefer, E. (n.d.). “Bold! Daring! Shocking! True!”: A History of Exploitation Films, 1919-1959. doi:https://books.google.com/books?id=CSBZqe0zPaMC&pg=PA1#v=onepage&q=Reefer&f=false

Edibles- Chips & Dips – img35672

by

We have all heard about people who reach out for a pack of chips or make a fast-food run after consuming cannabis. This urge to eat “munchies” has led marijuana urge to consume “Twinkies,” “Doritos,” and other fast foods. A study found that the active ingredients in marijuana interact with neurons in the brain to stimulate hunger pangs.1

The emerging edible marijuana industry is cashing in on “stoners” affinity for salty snacks. Within this theme, you will see many advertisements for chips, popcorn and bar nuts. The chips come in a number of flavors including popular new flavors such as Siracha.2

The packaging of these products range from clear “cannabis-infused” labeling (e.g., Lay’s, Cannabis Chips, Pot, Yummi Karma) to almost indistinguishable labels where unknowing consumers may easily pick up a bag of THC-enhanced potato chips (e.g. Coco Canna, Hillbilly Snack Mix).

1. Koch, Marco, et al. “Hypothalamic POMC neurons promote cannabinoid-induced feeding.” Nature 519.7541 (2015): 45-50.
2. J. (2015). W Weed Infused Chip. Empire News. Retrieved June 1, 2017, from http://empirenews.net/doritos-announces-a-new-weed-infused-chip/
3. McDonough, E. (2016). 11 Craveable Savory THC Snacks. Retrieved June 1, 2017, from http://hightimes.com/edibles/11-craveable-savory-thc-snacks/

IQOS Friendly Places – img44904

by

IQOS friendly spaces are designated spaces in which IQOS users are free to use their device where cigarette use would not be allowed. Such places are designated restaurants, public spaces, clubs, cafes, bars, and beaches and have numerous international locations. In order to become a designated IQOS friendly establishment, either IQOS reaches out to the establishment for partnership inquiries (usually) through a third party agency, or restaurants and bars apply for IQOS friend space license through the IQOS website. These extensions of IQOS into public spaces is a way for IQOS to expand their branding reach to the general population and other lifestyle followers. Additionally, the branding of IQOS exposes the device to younger audiences as restaurants and beaches are not restricted by age, and children with families will be able to see the sleek branding of IQOS.

With the growing number of IQOS Friendly places worldwide, these locations create an opportunity for IQOS to continue to associate and pair their device with mundane things like eating, lounging, food, and alcohol. Having IQOS branding just like a beer brand on the store promotes the likeness of IQOS to food or beer and reinforces the message that IQOS is meant to be enjoyed habitually like food and drink.

Sponsorships – img44936

by

Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Sponsorships – img44968

by

Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Dragon's Breath – img29160

by

Dragon’s Breath is a basic vape trick. Usually it involves blowing out three plumes of vapor: two from nostrils and one from the mouth.1 Some vapers blow out four plumes by pinching the middle of their mouth together.1 It’s popular among vapers, especially beginners, due to its simplicity and notable aesthetic.1 Dragon’s breath is used to portray many themes visually. Women hiding behind double plumes of vapor may appear mysterious and alluring. Men blowing our plumes of vapor seem rebellious and cool. Generally, it is used visually by vapers to give the appearance of being in vogue and hip. For vape ads this trick also demonstrates the advantages of their product such as the high volume of vapor their mod produces, etc.

1.https://blog.vapeclub.co.uk/vape-crazes-tricks-dragon-breath/

JUUL Stores/Displays – img37811

by

The popularity of JUUL has encouraged convenience store owners and vape store owners to prominently display JUUL signage at the entrance to their stores or at the point of sale. Many of these displays include special prices and discounts such as “$20 off a starter kit, ” or “ JUUL pods buy 2 and save.” The displays at the point of sale are often encased in a clear plastic enclosure making the JUUL case emulate a case of gems in a jewelry store. At least one enterprising store owner, recognizing the popularity of JUUL among youth, advertised a special “student discount” on JUUL pods.

Age Gate – img34078

by

An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Discounts – img37843

by

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.

Age Gate – img34110

by

An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Discounts – img37875

by

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.

Age Gate – img34142

by

An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Age Gate – img34174

by

An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Age Gate – img34206

by

An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Edibles- Brownies/Cakes – img37742

by

It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Edibles- Brownies/Cakes – img37774

by

It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Brand Extensions – img42177

by

IQOS uses brand extensions, or items that carry the IQOS name but are not the device itself, to expand its marketing reach outside of tobacco and associate its devices with fashion, art, and status. Its most extensive program, the “Qollection,” is a fashion line run through the IQOS Qreator Space in Romania. New clothing and accessories from this program are released every one or two months, and they vary from refined and elegant to brightly colored and patently youthful. Another Romanian program partners with artists to make high end items, like leather automotive gloves and streetwear sweatshirts patterned with a smoky IQOS design, which are then promoted on Instagram. In both of these programs, IQOS stresses its “support for creators,” making its art-based advertising seem altruistic while targeting fashion-minded young people. Another standout Romanian extension is its hummingbird-patterned heels. Promoted on social media with the hashtag #iqosonheels, the shoes were a gift to VIPs in the IQOS rewards program, making them an exclusive and desirable status symbol. Along with collaborating with artists, IQOS sponsors art and fashion shows like the Panter&Tourron Passages art exhibition in Italy and the We Love Flamenco fashion show in Spain. These shows do not result in a salable item for IQOS like other collaborations do, but its name is attached to them, associating the device with high culture and generating publicity among those who might not otherwise hear of IQOS, including non-smokers and young people.

Edibles- Brownies/Cakes – img37806

by

It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Brand Extensions – img42209

by

IQOS uses brand extensions, or items that carry the IQOS name but are not the device itself, to expand its marketing reach outside of tobacco and associate its devices with fashion, art, and status. Its most extensive program, the “Qollection,” is a fashion line run through the IQOS Qreator Space in Romania. New clothing and accessories from this program are released every one or two months, and they vary from refined and elegant to brightly colored and patently youthful. Another Romanian program partners with artists to make high end items, like leather automotive gloves and streetwear sweatshirts patterned with a smoky IQOS design, which are then promoted on Instagram. In both of these programs, IQOS stresses its “support for creators,” making its art-based advertising seem altruistic while targeting fashion-minded young people. Another standout Romanian extension is its hummingbird-patterned heels. Promoted on social media with the hashtag #iqosonheels, the shoes were a gift to VIPs in the IQOS rewards program, making them an exclusive and desirable status symbol. Along with collaborating with artists, IQOS sponsors art and fashion shows like the Panter&Tourron Passages art exhibition in Italy and the We Love Flamenco fashion show in Spain. These shows do not result in a salable item for IQOS like other collaborations do, but its name is attached to them, associating the device with high culture and generating publicity among those who might not otherwise hear of IQOS, including non-smokers and young people.

Edibles- Brownies/Cakes – img37838

by

It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Brand Extensions – img42241

by

IQOS uses brand extensions, or items that carry the IQOS name but are not the device itself, to expand its marketing reach outside of tobacco and associate its devices with fashion, art, and status. Its most extensive program, the “Qollection,” is a fashion line run through the IQOS Qreator Space in Romania. New clothing and accessories from this program are released every one or two months, and they vary from refined and elegant to brightly colored and patently youthful. Another Romanian program partners with artists to make high end items, like leather automotive gloves and streetwear sweatshirts patterned with a smoky IQOS design, which are then promoted on Instagram. In both of these programs, IQOS stresses its “support for creators,” making its art-based advertising seem altruistic while targeting fashion-minded young people. Another standout Romanian extension is its hummingbird-patterned heels. Promoted on social media with the hashtag #iqosonheels, the shoes were a gift to VIPs in the IQOS rewards program, making them an exclusive and desirable status symbol. Along with collaborating with artists, IQOS sponsors art and fashion shows like the Panter&Tourron Passages art exhibition in Italy and the We Love Flamenco fashion show in Spain. These shows do not result in a salable item for IQOS like other collaborations do, but its name is attached to them, associating the device with high culture and generating publicity among those who might not otherwise hear of IQOS, including non-smokers and young people.

Edibles- Brownies/Cakes – img37870

by

It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Sponsorships – img42337

by

Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Sponsorships – img42369

by

Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Sponsorships – img42401

by

Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

IQOS Flavors – img42436

by

There are two brands of tobacco sticks that are compatible with IQOS: Marlboro HeatSticks and HEETS. Marlboro HeatSticks launched alongside the IQOS device in 2014 and are prominent in Japan, while HEETS are an updated and more recent version. HEETS flavors are named as colors (Bronze, Sienna, Amber, Yellow, Blue, Turquoise, Purple, Forest Green, and Cool Jade). Marlboro HeatSticks flavors sound more like cigarettes: Smooth Regular, Balanced Regular, Menthol, Mint, Purple Menthol, Yellow Menthol, and Tropical Menthol.

The descriptions of these flavors as well as their names are purposefully vague and avoid traditional flavor categories by using descriptors like “wooden, balanced, and fine.” Most of these flavors are variations of tobacco or menthol with a few exceptions. Purple labels are blueberry flavored and are only available in Russia, Ukraine and Japan, and Forest Green, Cool Jade, and Tropical Menthol are only available in Japan.

In July of 2019, Japan launched three new tobacco flavors for IQOS: HEETS Forest Green and Cool Jade and Marlboro Tropical Menthol. The flavors were highly advertised and branded as a collaboration with famous Japanese pastry chef Sadaharu Aoki. An article on the Japanese IQOS page explains how Chef Aoki created the new flavors modeled after macaron cookies; customers got the chance to pair the new Tropical Menthol flavor with Aoki’s macarons at a tasting event.

Although the IQOS tobacco sticks are usually not advertised as food flavored, they are often displayed alongside food similar to the macaron event. Events in Japan have encouraged customers to pair Heatsticks with chocolate and coffee, and IQOS advertising worldwide showcases IQOS alongside meals and alcohol. These campaigns normalize and connect IQOS to minor vices like drinking coffee or enjoying a sweet treat.

IQOS Flavors – img42469

by

There are two brands of tobacco sticks that are compatible with IQOS: Marlboro HeatSticks and HEETS. Marlboro HeatSticks launched alongside the IQOS device in 2014 and are prominent in Japan, while HEETS are an updated and more recent version. HEETS flavors are named as colors (Bronze, Sienna, Amber, Yellow, Blue, Turquoise, Purple, Forest Green, and Cool Jade). Marlboro HeatSticks flavors sound more like cigarettes: Smooth Regular, Balanced Regular, Menthol, Mint, Purple Menthol, Yellow Menthol, and Tropical Menthol.

The descriptions of these flavors as well as their names are purposefully vague and avoid traditional flavor categories by using descriptors like “wooden, balanced, and fine.” Most of these flavors are variations of tobacco or menthol with a few exceptions. Purple labels are blueberry flavored and are only available in Russia, Ukraine and Japan, and Forest Green, Cool Jade, and Tropical Menthol are only available in Japan.

In July of 2019, Japan launched three new tobacco flavors for IQOS: HEETS Forest Green and Cool Jade and Marlboro Tropical Menthol. The flavors were highly advertised and branded as a collaboration with famous Japanese pastry chef Sadaharu Aoki. An article on the Japanese IQOS page explains how Chef Aoki created the new flavors modeled after macaron cookies; customers got the chance to pair the new Tropical Menthol flavor with Aoki’s macarons at a tasting event.

Although the IQOS tobacco sticks are usually not advertised as food flavored, they are often displayed alongside food similar to the macaron event. Events in Japan have encouraged customers to pair Heatsticks with chocolate and coffee, and IQOS advertising worldwide showcases IQOS alongside meals and alcohol. These campaigns normalize and connect IQOS to minor vices like drinking coffee or enjoying a sweet treat.

JUUL Stores/Displays – img40318

by

The popularity of JUUL has encouraged convenience store owners and vape store owners to prominently display JUUL signage at the entrance to their stores or at the point of sale. Many of these displays include special prices and discounts such as “$20 off a starter kit, ” or “ JUUL pods buy 2 and save.” The displays at the point of sale are often encased in a clear plastic enclosure making the JUUL case emulate a case of gems in a jewelry store. At least one enterprising store owner, recognizing the popularity of JUUL among youth, advertised a special “student discount” on JUUL pods.