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. 2024 Jun 20;33(4):553-555.
doi: 10.1136/tc-2022-057770.

L&M's foray into marketing 'natural' cigarettes

Stefanie K Gratale  1 , Ollie Ganz  1   2 , Eugene M Talbot  1 , Jennifer L Pearson  3 , Cristine D Delnevo  1   2 , Olivia A Wackowski  4   2
Affiliations

L&M's foray into marketing 'natural' cigarettes

Stefanie K Gratale et al. Tob Control. .

Abstract

This ad watch details new L&M cigarette marketing in the United States that now features the terms “simple” and “tobacco and water”, while continuing to highlight its affordable and premium qualities. This implicitly positions L&M as an affordable natural brand, which is new for the brand. From a public health standpoint, this warrants attention and raises concern because of the commercial success of brands positioned as “natural”, the well-documented misperceptions of “natural” tobacco as presenting fewer health risks, and the potential to attract vulnerable populations who are both cost and health conscious.

Keywords: Advertising and Promotion; Packaging and Labelling; Tobacco industry.

PubMed Disclaimer

Conflict of interest statement

Competing interests: JLP is a paid expert witness for the plaintiffs in a multidistrict litigation involving Natural American Spirit cigarettes.

Figures

Figure 1:
Figure 1:. L&M Pilot Cigarette Packaging
Image sources: https://www.andronicos.com/shop/product-details.970304349.html, https://www.shaws.com/shop/product-details.970304323.html This image depicts L&M’s pilot packs in orange and yellow. The pack fronts state “SIMPLE TOBACCO”, with respective descriptors of “SMOOTH MELLOW TASTE and “SMOOTH RICH TASTE”. The pack backs state, “Enjoy premium tobaccos packed tightly for slow, long-lasting flavor. It only tastes expensive. TOBACCO INGREDIENTS: TOBACCO & WATER”. For additional images of the pilot L&M packs, see: https://www.reddit.com/r/Cigarettes/comments/t83mr3/lm_simple_tobacco_review_nys_999_i_tried_the/
Figure 2:
Figure 2:. L&M Pilot Point-of-Sale Advertising
Image credit: Ollie Ganz This image depicts L&M’s pilot point-of-sale marketing and packs, alongside other brands (including Natural American Spirit) as well as traditional L&M packs. The pilot marketing advertises “SIMPLE INGREDIENTS THAT ONLY TASTE EXPENSIVE” and “Tobacco Ingredients: Tobacco and Water”. For additional images of L&M’s traditional packs, see: https://www.lm.com For additional images of L&M’s pilot point-of-sale marketing, see: https://www.reddit.com/r/Cigarettes/comments/sd0of4/new_lm_simple_tobacco_now_product_testing_in_vt/
See this image and copyright information in PMC

References

    1. reddit.com. L&M Simple Tobacco Review. https://www.reddit.com/r/Cigarettes/comments/t83mr3/lm_simple_tobacco_re.... Accessed 17 August 2022.
    1. reddit.com. New L&M Simple Tobacco now product testing in VT, upstate NY, and UT. https://www.reddit.com/r/Cigarettes/comments/sd0of4/new_lm_simple_tobacc.... Accessed 17 August 2022.
    1. Trinkets & Trash. 2020. L&M e-mail ad example with the “it only tastes expensive” slogan included, https://trinketsandtrash.org/detail.php?artifactid=15393&page=1. Accessed 11 December 2022.
    1. Trinkets & Trash. 2019. L&M e-mail ad example. ‘What do you think goes great with a rich cup of coffee?’ https://trinketsandtrash.org/detail.php?artifactid=14545&page=1. Accessed 11 December 2022.
    1. Kelly KJ, Manning K. The effects of natural cigarette claims on adolescents' brand-related beliefs, attitudes, and intentions. J Health Commim 2014;19(9):1064–75. - PubMed

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