Marketing 101: Will Boring Package Design Make Teens Stop Smoking?

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According to the British Heart Foundation, more than a quarter of teenagers make assumptions about the harm of cigarettes from the wrapping.


Heart health campaigners urged the British government Thursday to follow Australia’s lead and ban all eye-catching designs and branding from cigarette packs to stop young people being lured into smoking. Australia is preparing to become the first nation to introduce so-called “plain” packaging on tobacco products by the end of 2012. The packs will show graphic health warnings about smoking but banish attractive colors and logos.

A survey by the British Heart Foundation charity released on Thursday found that more than a quarter of young people make assumptions about the relative harm of cigarettes based on the packaging alone.

The survey, which collated responses from more than 2,700 16 to 25 year-old smokers and non-smokers, found that three quarters of those who responded thought selling cigarettes in packs with no colorful brands or logos, and larger health warnings, would make it easier for people to smoke less or quit.

One in six, or 16 percent, said they would consider the pack design when deciding which cigarettes to buy, and 12 percent said they would choose a brand because it was considered ‘cool.’

Read the rest of this article at The Atlantic Online…


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