New regulations, new cigarette names
Published on October 16, 2009 9:30 AM
You will never see Pall Mall Lights in the bright blue package anymore; instead the cigarettes in identical packs are now called Pall Mall Blues. Another RJ Reynolds brand Salem Lights, previously packed in green packs, are now selling in white and pastel colors and called Salem Gold Box.
With the changes in naming and colors placed to trigger feelings of peace and health, the largest tobacco companies led by Reynolds have disclosed new marketing strategy in times of the most severe tobacco regulations in American history. They have come to a simple yet wise decision to change “light,’’ and “ultralight’’ words that will be prohibited soon to appealing colors that will be associated with strength of the cigarettes.
Public health experts perceive in the nicknames and light colors proof that cigarette manufacturers attempt to evade a latest regulation that entitles the American Food and Drug Administration to oversee tobacco products – that included the provision prohibiting marketing of particular cigarettes as healthier ones, starting June 22, 2010.
Reynolds American Company, owner of Camel, Salem and Pall Mall brands rejects any accusations in flouting the legislation, claiming that they simply want to help customers find their favorite brands.
However, scientists admit the similar packaging modifications have already been used as a strategy in the country with more rigorous tobacco legislation. Researches carried out in the United Kingdom and Canada, which are both home to one of the strictest tobacco regulations, showed that smokers considered labels like “silver”, “blue” and “one” like healthier and easier to quit using than full-flavor cigarettes
Catherine Quinn, the spokesperson for the FDA admitted the agency has heard of the modifications applied to packaging and said that they would revise the descriptions, and color use before the labeling restrictions would become valid next year.
Reynolds, the second-largest tobacco company in the US market, doesn’t hide the real causes of changing the design of the packages. According to David Howard, Reynolds senior communications manager said that forthcoming federal ban and a court decision that is currently pending would both wipe out such terms like light and mild.
Reynolds spokesman said that the company sole wish is to help retailers and customers to identify their favorite styles in the future by adding colors to packs and names of brands.
The Camel-maker made use of surveys and polls to develop new designs for the brands. The modified packaging of company’s four mainstream brands like Salem and Pall Mall already hit stores’ shelves, whereas new designs of flagship brand Camel, as well as Winston and Doral are soon to follow.
Reynolds major rival Philip Morris USA refused commenting marketing strategy, but revealed that the packages of legendary Marlboro will be modified in the nearest future.
Entering a common cigarette shop one can witness such habitual conversation between salesperson and customer asking for a pack of Pall Mall lights and being surprised to find out that there have been no lights anymore. The salesperson simply said that the lights and Blue are identical, and they have altered the name because of federal regulations.
Applying color to designate particular style is an old and reliable strategy for marketers. For instance, Diet Coke is cloaked in a glossy silver can, absolutely diverse from the bright red can of original Coke.
Monica West, marketing professor at Virginia State University admitted that using colors in labeling products would be a most effective tactic in retaining customers after the lights and ultra lights are gone.
