Effective branding has been shown to be a powerful tool in recruiting new customers (especially our youth). The tobacco industry knows this. In a recent study by the “Journal of Pediatrics”, 68% of children were able to recognize at least one cigarette logo.
The branding study focused on 2,423 kids (ages 5 to 6) from six different countries (Brazil, China, India, Nigeria, Pakistan & Russia). A shocking 86% of Chinese youth were able to recognize a cigarette logo…and in many cases, over half of the logos were remembered.
While these findings don’t necessarily reflect the status of these countries as a whole, the study is raising concerns that international bans on tobacco advertising aren’t being adhered to, especially in lower and middle income areas where the problem seems most prominent.
“What was amazing to me was how we saw kids who don’t live with smokers but were very aware of cigarette brands. They are seeing it at retail establishments, they are seeing posters. When they go off to buy a piece of candy at a local store, they are seeing these logos.” -lead author Dina Borzekowski of the University of Maryland told AFP.
I’m not a cigarette demonisers, but it is kind of sad that so many of these kids will start smoking before they fully understand the possible repercussions. What are your thoughts on this study? Please share by commenting below.