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Research paper
Recall, appeal and willingness to try cigarettes with flavour capsules: assessing the impact of a tobacco product innovation among early adolescents
  1. Erika N Abad-Vivero1,
  2. James F Thrasher1,2,
  3. Edna Arillo-Santillán1,
  4. Rosaura Pérez-Hernández1,
  5. Inti Barrientos-Gutíerrez1,
  6. Christy Kollath-Cattano3,
  7. Raúl Mejía4,
  8. James D Sargent5
  1. 1Department of Tobacco Research, Center for Population Health Research, National Institute of Public Health, Cuernavaca, Morelos, México
  2. 2Department of Health Promotion, Education & Behavior, Arnold School of Public Health, University of South Carolina, Columbia, South Carolina, USA
  3. 3School of Education, Health and Human Performance, College of Charleston, Charleston, South Carolina, USA
  4. 4Salud, Economía y Salud, Centro de Estudios de Estado y Sociedad (CEDES), Buenos Aires, Argentina
  5. 5Norris Cotton Cancer Center, Geisel School of Medicine, Dartmouth College, Hanover, New Hampshire, USA
  1. Correspondence to Dr James F Thrasher, Department of Health Promotion, Education & Behavior, 915 Greene Street, Discovery I, University of South Carolina, Columbia, SC 29208, USA; thrasher{at}mailbox.sc.edu

Abstract

Background Use of flavour capsule varieties (FCVs) of cigarettes has rapidly increased in many countries. Adolescents are attracted to flavours; yet, surprisingly, no quantitative study has explored adolescents' perceptions of these products.

Objective To characterise the appeal of FCVs for young adolescents in Mexico.

Methods In 2015, surveys were conducted with a representative sample of Mexican middle school students (n=10 124; ages 11–16 years; mean 12.4 years). Students viewed and rated packs for FCVs and non-FCVs from major brands (Marlboro, Camel, Pall Mall), with brand names removed. For each pack, students were asked to write the brand name (ie, brand recall), to evaluate pack attractiveness, and to indicate the pack they were most interested in trying (including a ‘none’ option). Logistic generalised estimating equation (GEE) models regressed brand recall, pack attractiveness and interest in trying on brand and FCV (yes vs no), controlling for sociodemographics and smoking risk factors.

Results Marlboro regular, Camel regular, Camel light and Pall Mall FCVs were most often recalled (25%, 17%, 9%, 8%). Packs for Pall Mall FCVs and Camel FCVs were most often rated as very attractive (13%, 9%, respectively) and of interest for trial (22%, 13%) along with Marlboro regular (14%). In GEE models, FCVs were independently associated with greater attractiveness (adjusted OR (AOR)=1.83, 95% CI 1.72 to 1.94) and interest in trying (AOR=1.74, 95% CI 1.54 to 1.96). Perceived pack attractiveness was also independently associated with greater interest in trying (AOR=5.63, 95% CI 4.74 to 6.68).

Conclusions FCVs appear to be generating even greater appeal among young adolescents than established non-FCVs in dominant brand families.

  • Advertising and Promotion
  • Packaging and Labelling
  • Low/Middle income country

This is an Open Access article distributed in accordance with the Creative Commons Attribution Non Commercial (CC BY-NC 4.0) license, which permits others to distribute, remix, adapt, build upon this work non-commercially, and license their derivative works on different terms, provided the original work is properly cited and the use is non-commercial. See: http://creativecommons.org/licenses/by-nc/4.0/

https://doi.org/10.1136/tobaccocontrol-2015-052805

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    Footnotes

    • Contributors All authors made a substantial contribution to this research; JFT and JDS designed the data collection tools and conceptualised the study and analytic approach; JFT and ENA-V wrote the initial draft of the manuscript; ENA-V conducted the statistical analyses; EA-S, RP-H, IB-G, CK-C and JDS provided substantial contributions to the writing and finalisation of the manuscript. All authors revised the manuscript and gave final approval to the version to be published.

    • Funding This research was supported by a grant from the Fogarty International Center and the National Cancer Institute, from the United States National Institutes of Health (grant number R01 TW009274). The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health.

    • Disclaimer The content is solely the responsibility of the authors and does not necessarily represent the official views of the National Institutes of Health.

    • Competing interests None declared.

    • Ethics approval The ethics committee at the Mexican National Institute of Public Health (INSP) approved the study protocol.

    • Provenance and peer review Not commissioned; externally peer reviewed.

    • Data sharing statement Additional unpublished data from the study are available on request from the main investigators by email.