Center for Tobacco Studies, Rutgers University, New Brunswick, New Jersey, USA.
Department of Health Behavior, Society and Policy, Rutgers School of Public Health, Piscataway, New Jersey, USA.
Tob Control. 2024 Jun 20;33(4):553-555. doi: 10.1136/tc-2022-057770.
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.
本广告观察详细介绍了美国新型 L&M 香烟的营销方式，其目前的宣传用语为“简单”和“烟草与水”，同时继续突出其价格实惠和优质的特点。这含蓄地将 L&M 定位为一个价格实惠的自然品牌，这对于该品牌来说是一个新的定位。从公共卫生的角度来看，这值得关注，并引起人们的担忧，因为被定位为“自然”的品牌取得了商业上的成功，而“自然”烟草带来的健康风险较小这一说法已被充分记录在案，这可能会吸引那些既考虑成本又关注健康的弱势群体。
