Cigarette manufacturers have been charged of using cynical advertising tricks to aim at girls and young women. In the latest effort to appeal to smokers, Silk Cut is introducing a collection of super slim cigarettes in packages that looks like perfume boxes. This action comes after identical strategies in America where women are attracted with female-friendly packaging, often displaying pink colours and floral images.
Giant cigarette companies in the U.S. have been blamed for presumably appealing women by means of movies. For instance, in 2006, the actress Scarlett Johansson was charged of advertising smoking with her role in Hollywood thriller The Black Dahlia.
The organization on Smoking and Health declared Silk Cut’s use of the words ‘super-slim‘ was an endeavor to produce a link between cigarettes and weight loss in the minds of young girls trying to stay slim.
Martin Dockerell, of Action on Smoking and Health, declared: ‘This has been realized effectively in the States for many years and it’s a comparatively fresh development in the UK.
‘In the States there has been a rather extended tradition of products advertised at women, especially young women, with packages that are in some way more female-friendly. ‘In the UK, the unique legal advertisement left is on the package, so producers are eager to obtain new smokers by means of attractive designs of the cigarette packages.’ He declared: ‘Packaging is really essential marketing tool and by modifying the pack up can boost your market share. They also know that smokers are extremely vulnerable to the packaging and the brand identity.’
Silk Cut’s new super slim cigarettes are slimmer than regular ones and come in a more compact package.
Gallaher, the Japanese cigarette company that produces Silk Cut, identifies its new brand, as delivering luxury and quality to the super-slim cigarette segment. Recently, a representative for the company rejected that it was |concentrating on teenage girls. “It is unlawful to sell cigarettes to anyone under the age of 18 and do not forget about this fact,” he stated.
Researches have demonstrated that teenage girls who are worried about their weight are more inclined to start smoking. Under the age of 15 girls are more likely to light up than boys of the same age.
Cigarette manufacturers have tried to link smoking with slimness and glamour for many years. For inst6ance, in the 1920s, diverse cigarettes advertisements advised women to “Reach for a Lucky instead of a sweet”. In America, the famous Virginia brand plans to introduce a sleek pink purse pack targeted at women.