Is a tobacco company using packaging to target children?
Source: www.packworld.com Author: Sterling Anthony Allegations are that recent product launches by R.J. Reynolds encourage nicotine consumption by children and that that's the company's strategy. In particular, it's alleged that packaging is a core component of that strategy. It's not the first time that R.J. Reynolds has been accused of child exploitation. Remember Joe Camel? But, the more recent allegations are not a case of Joe Camel redux; this time, they address both physical components of packaging—graphics and structure. Of no surprise is that R.J. Reynolds roundly denies the allegations. It is not the objective of this article to judge the validity of the allegations but rather to examine them for lessons and insights. Consumer packaged goods companies (CPGC's) outside of the tobacco industry that view themselves insulated from the controversy are mistaken. There can be consequences that can impact CPGC's, in general. That argument will be developed subsequently, but first, some background. Going up in smokeless Camel Snus (the Swedish word for snuff rhymes with noose) is pasteurized tobacco in small, porous pouches, packaged 15 to a metal box. A pouch is placed inside the mouth, under the upper lip; but, while being smokeless like snuff, Snus does not necessitate spitting. The tobacco juice is swallowed, facilitated by the product's low-moisture and low-salt contents which trigger less saliva and by a variety of "flavors." Snus would seem to address at least two adult groups. One is users of conventional snuff, who want to indulge their desire for nicotine discreetly, [...]