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Brazil: tin cigarette cases as a marketing strategy
  1. LetÍcia Casado
  1. National Cancer Institute, Ministry of Health, Rio de Janeiro, Brazil; leticiac{at}inca.gov.br

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    Brazilian legislation limits tobacco marketing to the point of sale. Nevertheless, tobacco companies are constantly devising new marketing strategies to maintain and increase market share and sales. One of the latest of such strategies by Philip Morris took place recently after in Brazil in Rio de Janeiro. To stimulate sales of its Pall Mall Blue brand (the one with the highest machine measured tar content), the company issued a “Collector’s” cigarette pack carrier in the form of a metal box. While a pack of Pall Mall sells for R$2.25 (approximately US$1.05), for an additional R$2.25, the consumer could buy the can. The outside was printed with car license plates from cities around the world, together with the words, “Imagine yourself Pall Mall.”


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    Brazil: special Pall Mall “collector” pack tins proved highly popular with fashion-conscious young smokers.

    The cans carried all the mandatory health warnings. Inside, there was a triple-section folded brochure. The front page states, “Renew Always. This will be your new habit.” In the middle, the title stated, “Renew Always. This is PallM Pac’s commitment”, with text explaining that the new pack was more than just a pack, it was “a new way to reach you”. The back of the pamphlet asked, “How do you want to try the Pall Mall quality? Just choose”, with an accompanying photo of the three Pall Mall types: Blue, Orange and Silver.

    The tin cans became hard to find in all retail outlets, mostly convenience stores in fuel filling stations, where large numbers of young people congregate, and at news stands. The design clearly appealed to a young crowd, and fitted within tobacco companies’ continued attempts to target young people, especially those who want to emulate young adults’ lifestyle choices.

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