Importance of the Package

The tobacco pack is a critical advertising vehicle for tobacco companies. It is referred to as a “badge” product because of its close identification with the image of the smoker. Brands can convey sophistication, toughness, rebelliousness, femininity or masculinity, and a whole host of other images. These images are particularly important to adolescent smokers, who are still trying to establish their identity.

Conversely, tobacco packages can be used to discourage tobacco use, either through package health warnings or through plain packaging.

The cigarette pack as image: new evidence from tobacco industry documents M Wakefield, C Morley, J K Horan and K M Cummings

The influence of brand identification and imagery on subjective evaluation of cigarettes Secret British American Tobacco research report

Smoke & Mirrors: The Canadian Tobacco War, Chapter 12 Plain Packaging R. Cunningham

Towards Informed Consent: The Case for Plain Packaging of Tobacco Products UICC tobacco control fact sheet