10.6 Trends in products and packaging

10.6.1 Using the pack to target consumer groups

Aside from the functional aspects of packaging, the design of a tobacco pack can be “used to promote the product, distinguish products from competitors, communicate brand values and target specific consumer groups” and has “wider reach than advertising and is the most explicit link between the company and the consumer”.^{4 (p5)}

Industry efforts to communicate to consumers through tobacco product packaging have been comprehensively documented.^4-7 Four important packaging strategies targeting particular consumer groups have been identified, including:

• value-based packaging
• image-based packaging
• novel or innovative packaging
• environmentally sustainable (‘green’) packaging.

These packaging strategies are described below, including examples from Australia and other countries. Note that many of these strategies are now prohibited in Australia following the implementation of plain packaging measures at the end of 2012, and more recently the Public Health (Tobacco and Other Products) Act 2023 in 2025.⁸

10.6.1.1 Conveying value for money through the pack

With increases in tobacco taxes a major feature of tobacco control policies in Australia and the UK, tobacco packaging in both countries has been used to convey value for money or budget options—either through the design elements of the pack itself, or through an emphasis on the number of cigarettes (or the amount of tobacco) that the pack contains.

Smaller pack and pouch sizes

Offering products in small pack sizes provides options with a low upfront cost or price point. Small packs of budget brands (also called value and super-value brands in Australia) offer a cheap purchase for consumers, while a pack containing fewer-than-the usual number of cigarettes may make it possible for people to purchase a premium brand.⁴ Packs of 20 cigarettes are the norm in most countries. However, in the UK packs of five small filter cigars have been available since at least the early 2000s, and the range of cigarette pack sizes below 20s grew to include 10s, 14s, 17s, 18s, and 19s.⁵ The UK’s plain packaging legislation, in line with the EU Tobacco Products Directive, now restricts the minimum pack size to 20 cigarettes.

Shortly before the implementation of plain packaging in Australia, a trend toward offering packs with ‘bonus’ cigarettes was observed, where the budget brands Holiday and Horizon offered packs of 21s and 22s for a similar price to the standard 20s pack, and brands such as JPS and Bond Street offered packs of 26s for similar prices to traditional packs of 25s.⁹ The premium brand Peter Stuyvesant also introduced a “+ Loosie” range of packs of 21s and 26s—see Figure 10.6.1; ‘loosie’ is a slang term for a single cigarette sold individually. Conversely, following large annual tobacco tax increases, the premium brand Dunhill replaced all packs of 25s with 23s. In effect, the retail price of 23s was essentially the same following the September 2016 12.5% tax increase as the pre-increase price of 25s.¹⁰

In Australia, on 1 July 2025, pack sizes were standardised so that they can only contain 20 cigarettes.⁸

RYO pouches in increasingly small sizes have also emerged on the Australian and UK markets—see Section 10.7.5.1 and Section 13.4.2 for further information. Pouches as small as 8 grams (also 9, 10, 12.5, 20, and 25 grams) were available for sale in the UK until they were banned in 2017.¹¹ In Australia, pouches traditionally contained either 30 and 50 grams of tobacco. This was the case until about 2010, when pouches containing 25 grams of tobacco were introduced. In 2016, pouch sizes containing 20 grams tobacco entered the market, followed by pouch sizes of 15 grams in 2018. On 1 July 2025, the size of pouches was standardised to eliminate these very small pouches that were highly affordable to young people. Since mid-2025 RYO pouches sold in Australia may only contain 30 grams of tobacco.⁸

Variant names of tobacco products have also been used to imply value for money. For instance, JPS pouches were available in Eternal Red, Endless Blue, and Abundant Gold in Australia up until 1 July 2025—conveying a sense of plentiful numbers of cigarettes that can be made from the tobacco in each pouch—while JPS cigarette packs were available in the simpler variants Red, Blue, and Gold.

Larger pack and pouch sizes

Australia’s unusual tobacco tax system, (finally reformed in 1999), led over the 1980s and ‘90s to increasingly large cigarette pack sizes being available on the market: first 25s, then 30s, 35s, 40s, and 50s—see Section 13.4.2 for more information. Larger cigarette pack sizes typically offered better value per stick than smaller packs, even for premium brands. Most Australian brands previously offered packs in at least two sizes, although budget brands typically had a larger range, such as 20s, 25s, 30s and 40s and/or 50s. Since approximately 2015, an increasing number of mainstream (mid-priced) and premium brands also offered a larger range of pack sizes, including Benson & Hedges 30s in 2015, and Winfield 40s and Peter Jackson 40s in 2017.

As noted above, pouches in Australia typically contained 30 and 50 grams of tobacco until about 2010, then smaller pouch sizes became more prominent until 2025. In contrast to Australia, larger pouch sizes were introduced in the UK around 2010.⁴ Consumers generally perceive that larger pack sizes offer a discounted per unit price compared to smaller packs from the same product,^4,12 but this is not necessarily the case for pouches in Australia. For example, the 2017 per gram recommended retail price of Port Royal 25 gram and 50 gram pouches was $1.33 and $1.32, respectively¹³—a discount of $0.25 compared to buying two 25 gram pouches.

Pack designs which communicate value

Simply packaged, ‘no frills’ or home-brand style cigarette brands were introduced to the Australian market in 2006 with the brand Choice (Philip Morris). Following a large increase in excise duty in April 2010, and shortly before plain packaging implementation in 2012, a range of other budget, no frills brands were introduced, including Bond Street (Philip Morris) and Just Smokes (BATA)¹⁴—see Figure 10.6.2. Additional heavily discounted, simply packaged brands including Deal and Easy, were imported by Richland Express exclusively for the national supermarket chain Coles as a ‘home brand’.¹⁵

Revamping packaging of brands traditionally seen as 'value'

In contrast to using simple pack designs to communicate value in relatively new products, in the absence of plain packaging regulation, the packaging of well-established value brands may be revamped periodically. Pack redesigns can provide a sense of innovation, suggesting that the brand is ‘modern and fresh’.⁴ In the UK, examples include the redesign of Gallaher's Mayfair brand, and British American Tobacco's Royals and Windsor Blue with a new silver logo in January 2006.

A series of retail trade advertisements in 1997, 2004, and 2008 promoted packaging redesigns for the popular Australian value brand Horizon.^16-18 Each advertisement featured a reassurance message that only the packaging was changing, not the product or flavour, for example, “Remember, while our pack design may be changing, Horizon cigarettes remain the SAME GREAT QUALITY SMOKE!”.¹⁷ The 2004 advert highlighted the benefit of the packaging changes for retailers—“much easier to identify”—while the 2008 redesign was more comprehensive, including the “striking” pack, “sleek” stick, and “fresh” foil.¹⁸ Shortly before plain packaging implementation in 2012, Horizon packs underwent another packaging revamp—see Figure 10.6.3.

(left) and after (right) packaging revamp in 2012, Australia

Source: Quit Victoria pack collection

In 2007, the brand extension Holiday Slims was completely rebranded and moved to a whole different brand family: becoming Pall Mall Slims. Both Holiday and Pall Mall are British American Tobacco Australia value brands. The new Pall Mall Slims had a highly feminine pack design. Prior to the transition, Holiday Slims packs were printed with a banner to communicate the upcoming change to consumers. Retail trade promotional material noted that:

“…Holiday Slims smokers are:

• • Very loyal to a slim cigarette but not necessarily loyal to the Holiday Slims brand
  • Excited about the move to Pall Mall Slims which they see as more modern, fun and with an attractive pack”

Australian Retail Tobacconist, 2007.¹⁹

Price-marking (printing the price on the brand) to imply a 'special' low price

Price-marked packs, where the retail price is printed on the pack itself (Figure 10.6.4) is a price-promotion strategy that has successfully increased sales in the UK.⁴ Price-marked packs imply a special or discounted price, even though the marked price may simply be the recommended retail price. A study of tobacco retailers in England found some retailers reported lower profits from price-marked packs.²⁰ In addition to conveying price information to consumers, price marking has the effect of setting a consistent retail price, sometimes being referred to by retailers as “price-locked” packs.²⁰

Price-marking has not been observed in Australia, but in the UK, price-marking was observed on packs of Basic Superkings in 2005, John Player Specials and King Edward Coronets in 2006, and Golden Virginia smoking tobacco in 2008.⁵ Price-marked packs are now prohibited under the UK’s plain packaging legislation.

10.6.1.2 Conveying quality, sophistication, and innovation through the pack

Image-based packaging

Image-based packaging refers to the graphical (colours, fonts, logos and other visual elements) and structural elements (packaging materials, pack shape) and can include design elements aimed at appealing to specific consumer groups (e.g. younger people and females who smoke). Image-based packaging confers product attributes to consumers, reinforces brand imagery and associations, and attracts new consumers.⁴

Tobacco companies in both the UK and Australia redesigned the livery of many brands between 2004 and 2010. Researchers compiled extensive materials highlighting changes in brands documented in the British advertising trade press over that period.⁵ More recent image-based packaging redesigns include Gallahar’s 'tweaking' of the design of Benson & Hedges Gold and Silver in the UK (reported in The Grocer in January 2009). The redesigned brands featured a modernised typeface and logo, and the brand’s red seal was replaced with a new triangle design.⁵ In Australia, subtle changes to cigarette packs and trademarks were also observed on Benson & Hedges packs as early as 2002.²¹ When researchers called the company to enquire about the changes, an employee said they were “playing with the logo because we can't do any advertising any more”.²¹

One of the most striking examples of image-based package redesign was that of Dunhill. In June 2005 in the UK, The Grocer magazine reported that a new Dunhill logo had been created and that the royal coat of arms had been simplified and reduced in size.²² According to the article, Dunhill’s rebranding included a new look and taste aimed at people aged 20–35 years who smoke. The packaging was designed to give a modern aspirational image.^5,22

British American Tobacco Australia also experimented extensively with packaging for Dunhill, particularly after 2006 (at which time graphic health warnings taking up 30% of the front and 90% of the back of the pack were introduced in Australia). Over the years, conservative packaging for Dunhill was replaced with a slick, contemporary metallic range of packs with bevelled edges similar to the appearance of modern consumer goods such as iPods—see Figure 10.6.5.

Packaging to target young people and females who smoke

While younger people who smoke are particularly price sensitive, they are also often attracted to more sophisticated, mature, or innovative packaging designs.⁴ Products that aimed to target young people prior to the introduction of plain packaging included premium brands available in smaller pack sizes, providing a lower upfront price point. Packaging aimed at females also included long slender packs (including so-called lipstick packs), with pale colours and imagery that is stereotypically feminine (e.g. flowers and fashion).^4,23 Several brands sold in Australia were clearly been designed to appeal to young women—tall, slim packets of Vogue Superslims and Dunhill Essence by British American Tobacco, and Davidoff with its elegantly bevelled edge sold by Imperial Tobacco being notable examples.

Other brands seemed to appeal to an even younger female market. Trojan Tobacco Company's DJ Mix Special Feel Strawberry (pictured in Figure 10.6.6, bottom right), Lemon Fresh and Ice Green Apple appeared in the Australian Retail Tobacconist price lists between August 2005 and January 2012. Peel Menthol Orange flavoured cigarettes (top left) appeared between August 2005 and January 2009. Sobranie brightly coloured novelty cocktail cigarettes (each cigarette a different colour) appeared on price lists in February 2007 and was still listed in July 2012.²⁴ Red Fortune Bamboo manufactured by Imperial Tobacco with its 'Asian chic' package design was introduced early in 2011.²⁵

10.6.1.3 Innovative or novel packaging

Related to image-based packaging, innovative packaging was a widely-used marketing strategy, particularly to target young people who smoke. In a study investigating the role of innovative packaging, the authors wrote:

“Jugger (1999) argues that the best way to obtain competitive advantage in an overloaded consumer goods market is through innovation in packaging. Innovative packaging is thought to change perceptions and create new market positions (Rundh 2005) and represents a shift in focus from graphic design towards the structural design of packaging (van den Beg-Weitzel and van de Larr, 2006)”

Ford, Moodie and Hastings, 2012.^{7 p341}

Several innovations in packaging design were identified,^5,7 including:

• Novel ways of opening the pack
• Novel shaped and sized packs
• Novel pack materials
• Themed packs to encourage collection of sets (also limited edition packaging).

Novel ways of opening the pack

The British trade magazine Convenience Store reported in 2006 that Benson & Hedges had introduced a silver pack that slid open horizontally to replace the conventional flip top box, to which manufacturer Gallahar later attributed a 46.5% increase in sales of that brand.⁷ In the same month, The Forecourt Trader reported that Golden Virginia smoking tobacco had been launched in 14 gram cigarette-style packs, each containing two individually wrapped blocks of tobacco.²⁶ The design allowed the box to hold rolling papers, filter tips and a lighter once one of the blocks was removed. In Canada, slide or push packs—see Figure 10.6.7—have been available, where the inner component of the pack containing the cigarettes is covered by an outer sleeve containing the brand, tax stamp, and health warning information. Design elements and consumer messages can be printed on the available inner surface.

British American Tobacco Australia introduced Dunhill split-packs in Australia in October 2006.²⁷ The pack could be split along a perforated line to create two mini packs, easily shared between two people who smoke, who perhaps were unable to afford a full pack (Figure 10.6.8). Once split, one of the two packs did not bear the mandatory graphic health warning. BATA was forced to remove the packets from the market when it was found to be in breach of tobacco product labelling laws.²⁷ It also marketed a range with spring-loaded lids with internal pop-ups as well as double-sided cases.

Novel shaped and sized packs

An Australian study conducted in 2011 found standard packs were ranked significantly less attractive and of lower quality than bevelled and rounded packs.²⁸ Standard packs were less distracting to health warnings and pack openings affected perceptions of quality of cigarettes and extent of distraction from warnings. The standard flip-top was rated significantly lower in distracting from warnings than all other openings.²⁸

The UK trade magazine Convenience Store reported in March 2007 that British brand Silk Cut Graphite would be sold in a pack with a silver bevelled edge designed to give a masculine appeal. Then The Grocer reported that, in November 2008, Silk Cut introduced a limited edition pack in a hexagonal shape.²⁹ Later Silk Cut was released in textured packaging as a 'touch' pack (Off Licence News 2010 cited in Ford, Hastings and Moodie⁷).

Novel pack materials

Novel pack materials seen in the UK and Australia have typically been reusable tins. Convenience Store reported in September 2006 that Amber Leaf tobacco would be available in the UK in retro-style tins. Special edition Lambert & Butler tobacco has also been sold in tins.²⁹

In February 2006, one month prior to the adoption of picture-based warnings on tobacco packages in Australia, Peter Stuyvesant cigarettes were being sold in 'trendy retro-style tins' which, unlike soft packs of cigarettes with on-pack printed warnings, had health warning stickers that were easily peeled off³⁰ (Figure 10.6.9). Retailers reported that the tins were very popular with younger people who smoked. Similar ‘vintage’ tins were offered for Imperial Tobacco’s Champion Legendary Ruby tobacco—see for example Figure 10.6.10.

Limited edition series and themed packs

Limited edition packaging utilised image-based and innovative packaging strategies. These may have coincided with particular events, seasons, or holidays, or the introduction of a new product range, or may be a means of attracting consumer attention or offering a collectable product.⁴

Examples of limited edition and themed packaging in the UK included images of motor car racing on packs of Marlboro in 2005,⁷ Camel Art packs featured an eye-catching art-deco design attempting to emphasise the style and quality of the brand in 2006, a series of 'Cityscapes' themed designs on Sovereign packs in 2009,³¹ and a special edition Lambert & Butler holographic pack to mark 10 years as one of the leading cigarette brands in the UK.³² In January 2009, The Forecourt Trader reported that Golden Virginia smoking tobacco was being sold in a series of limited-edition 14 gram packs featuring eight different leaf designs.²⁶

Limited edition packs have also been sold in Australia. The leading brand Winfield experimented with limited edition packs in Australia with its 'blokey' (masculine) series in 2004, then again with its summer series in 2010 (Figures 10.6.11a-b). Another BATA brand, Dunhill, also experimented with limited edition series over the 2000s. Figure 10.6.12 shows a retail trade advertisement promoting the Dunhill Signature limited edition range, to celebrate the brand’s 100^th anniversary. The advertisement notes the “sleek and ultra-modern” pack design, promising retailers increased sales, and highlighting the limited availability of the packs.

In India in 2012, Imperial Tobacco Company introduced collector packs for the Flake brand featuring artwork by prominent artist Paresh Maity.³³

10.6.1.4 ‘Green’ or environmentally-friendly packaging

Several cases of sustainable packaging have been documented in the UK. For instance, the use of rolling papers from plantation forests, or rolling papers that have been certified by the Forest Stewardship Council and include the scheme’s logo on the packaging.⁷ In Australia, a range of natural-sounding rolling tobacco accessories have been observed, including filters and rolling papers labelled as ‘unbleached’ or ‘raw’, or made from cotton or hemp. A striking example of environmentally-friendly packaging has been identified in Canada, where Players True Special Blend cigarettes was packaged in an unbleached cardboard pack, with the cigarettes wrapped in “100% recyclable paper”. Figure 10.6.14 shows that the pack was labelled “100% additive-free tobacco”, further tapping into a trend toward natural-sounding tobacco products—see Section 10.6.5. Efforts by tobacco companies to promote environmentally-friendly packaging have been labelled as ‘greenwashing’, where companies attempt to create positive environmental associations with their products to distract or atone for other ‘controversies’.³⁴

10.6.2 Using the pack to distract from consumer information

Packaging design can distract from consumer information in at least two ways: first by communicating misleading messages about the relative harms of products, and secondly by distracting from health warnings.

10.6.2.1 Packaging that conveys varying levels of harm

The descriptive terms 'light' and 'mild' were removed from packs in Australia in 2005 following a legal settlement concerning misleading labelling initiated against tobacco companies by the Australian Competition and Consumer Commission—see Section 16.2.1. The industry responded by developing colour-coded packs with new terms. Variant ranges within cigarette brands had long been distinguishable by pack colour, with lighter colours typically representing lower tar cigarettes and green representing menthol. However, with the removal of light and mild descriptors and tar milligram numbers, tobacco companies replaced the banned components of the variant name with coloured labels, reinforcing the already established association between colour and taste or strength,^35-37 and perceptions that some cigarettes are less harmful than others.³⁸ For example, Winfield Filter 16mg became Winfield Red, Winfield Extra Mild 12mg became Winfield Blue (see Figure 10.6.15), and Winfield 2mg became Winfield White. With many different cigarette offerings in the market, pack colour provides a “simple yet familiar cue for consumers to visually differentiate between the enormous range [of products]”.^{14 (p.e70)}

Other (mostly premium) brands—while still utilising strength-associated colouring on the pack—replaced light and mild descriptors with adjective-based variant names.³⁹ For example, Benson & Hedges Classic replaced Special Filter 16mg; Benson & Hedges Subtle replaced Lights 6mg; and Benson & Hedges Fine replaced Ultra Mild 4mg. Philip Morris’ Longbeach also used a combination of visual pack colour, incorporated into the brand’s beach imagery—see Figure 10.6.16—and adjective descriptors across the variant range. Design elements appearing on the pack can also be varied to communicate differing levels of strength (or harm). For example, in South Korea, the iconic Marlboro ‘rooftop’ design has been observed to be larger on packs with higher tar yields.³⁸

Figure 10.6.17 (see below) also shows that Philip Morris’s Peter Jackson incorporated the pre-plain packaging pack colour into the variant name post-plain packaging, so that Peter Jackson Original became Original Blue. This has been common practice for many brands.^9,14

10.6.2.2 Packaging that overshadows or camouflages health warnings

International packaging manufacturers and designers remained optimistic about opportunities to increase the appeal of cigarette packs despite the intrusive health warnings introduced in many countries from the early 2000s—see InDepth 12A for more information on health warnings.

In January 2006, packaging consultant Christian Rommel wrote in the World Tobacco magazine of several possible approaches to dealing with the “eyesore that is the death notice” ... “First, to ignore it, second to conceal it, third, to caricature it.” With regard to the first option, he wrote:

“... in order to produce an attractive counterpoint to the omnipresent and gloomy statements, designers dig deep into the refinement box. Working with elaborate blind or imprinted laminations, special neon, metallic or fluorescent colourings, pearlescent print underneath or overprinting, iridescent laminations, haptically appealing serigraphy, three-dimensional holograms, solid-coloured papers or even cuttings.”

Rommel, 2006.^{40 p17}

With regard to the second option Rommel described concealing the pack through “labels or carton covers in the necessary size, colour format and design” or by offering for sale refillable “plastic, aluminium or leather cigarettes cases for an extra charge.”^{40 p17}

Regarding the third option—caricature—Rommel stated:

“Is it even acceptable to make fun of the health warnings? Is it politically correct to ridicule them? Is it allowed to make persiflage of these warnings which with respect to human health are absolutely justified? Obviously the act of smoking involves playing with fire, but do we really need to utilize this fact in the package design? On the other hand, why not?”

Rommel, 2006.^40 p17

Rommel's proposed solution to the problem of the health warnings was to “actively engage with its limitations”.

“The motto could read: "Do not exclude but incorporate." The health warnings could be used as elements within the design. Instead of desperately trying to ignore or conceal them, it could be an entirely novel approach to engage creatively with them.

“It might even be the case that the force of government legislation will bring about an entirely new breed of fascinating cigarettes packages that might once again be worth collecting.”

Rommel, 2006.^40 p18

The package design of many major brands in Australia changed subtly in typeface, colour or design in or shortly after 2006, following the introduction of graphic health warnings taking up 30% of the front of cigarette packs—see Figure 10.6.17 (also Figure 10.6.15) and InDepth 12A Health warnings.

In line with Rommel's proposition, several brands included slogans on packaging which appeared to flout the idea of reducing risks to health, for instance the inclusion of the 'Force No Friend; Fear No Foe' motto on the side of Winfield packs newly designed in 2010 (Figure 10.6.18). The motto 'I Force No Friend; I Fear No Foe' previously appeared in earlier pack designs (in packs bearing the 1996-style health warnings) in very small lettering underneath the Winfield crest.

10.6.2.3 Packaging that enables removal of the health warning

In February 2006, one month prior to the adoption of picture-based health warnings on tobacco packages in Australia, Peter Stuyvesant cigarettes were being sold in 'trendy retro-style tins' which, unlike soft packets of cigarettes with on-pack printed warnings, had health warning stickers that were easily peeled off³⁰ (Figure 10.6.19). Retailers reported that the tins were very popular among younger people who smoked.

Cigarette packs and RYO pouches have been identified in Australia that allowed people who smoke to remove the large graphic health warnings from some plainly packaged products.¹⁰ In 2016, Imperial Tobacco produced packs of Peter Stuyvesant Originals where the foil insert covering the cigarettes could be easily removed from the cardboard packs, leaving a plain silver ‘soft pack’ (Figure 10.6.20). At around the same time, BATA introduced zip-lock closures to their RYO pouches “to maintain product freshness once opened”^{41 (p5)}. These allowed the pack to be sealed closed much closer to the opening of the pouch, rather than wrapping the front flap (which contains the large graphic health warning) around the pouch and sealing it with a sticky tab. This means the front flap could be snipped off, leaving a neat, sealed plain pouch without the health warning—see Figure 10.6.21.

10.6.3 Branding and visual design elements on the cigarette stick

In addition to the design of the cigarette itself (such as the diameter and length) and innovative features within the filter—see Sections 10.6.6 and 10.6.7—the cigarette and filter wrapping paper can provide ‘real estate’ for branding and design elements. Therefore, providing appeal and novelty, and reinforcing design elements from the pack itself. If the pack provides an opportunity for frequent branding exposure to the consumer, the cigarette itself does so even more frequently.⁴² Filter materials and design may confer positive product associations, and also influence perceptions of harmfulness. Even the choice of filter tipping paper colour—usually white or ‘cork’—can impact perceived health risk, with white-tipped cigarettes rated by people who currently smoke as significantly less dangerous than cork-tipped cigarettes.⁴³

A study examined more than 3000 cigarette products obtained in 2013 from 14 low-and-middle income countries—where increasing advertising and promotion restrictions are leading to more innovating packaging—and identified numerous design elements on cigarettes and filters.⁴² These included:

• Brand names written on the stick (usually in the brand font).
• Variant names or other product descriptors written on the stick (e.g. light).
• Brand logos or other brand images printed on the stick.
• Colour and design elements from the pack printed on the stick.
• Flavour capsule symbols printed on the filter, indicating where the filter should be squeezed to release the flavour—see Section 10.6.4.1.
• Coloured or embellished filter tips, including images and cut-outs within the filter material itself—illustrated in Figure 10.6.22.

10.6.4 Flavoured cigarettes and tobacco

It has long been industry practice to add ingredients to alter the flavour of tobacco. For example, menthol variants have been available for decades. Menthol additives improve the palatability of inhaled smoke by providing sensations of coolness and smoothness.⁴⁴ See Section 12.7 for further information about menthol tobacco products and the ways in which they are regulated.

In Australia, the addition of menthol and other flavourings is now prohibited under provisions of the Public Health (Tobacco and Other Products) Act 2023.⁸ Prior to this, most of the major tobacco brands in Australia offered at least one menthol variety. For instance, Horizon offered Menthol Yellow and Menthol Blue, noting that the terms Yellow and Blue referred to different cigarette ‘strengths’ not varying amounts of menthol. Some of the larger tobacco brands have offered products with varying menthol strengths, such as Holiday’s Cool Frost, Cool Chill, and Cool Blast. In addition, some brands have also used symbols on the pack to communicate the varying levels of menthol—see Figure 10.6.23. Menthol flavour is typically added to tobacco from peppermint extract, although a novel, more natural-sounding menthol product was released in Australia in 2012 (but was discontinued about 12 months later). These Horizon Fusions reportedly consisted of mint leaves mixed through the tobacco.⁹

Fruit and confectionary flavoured tobacco products that may appeal to children were effectively banned from sale in Australia in the late 2000s—see also Section 12.8. Two major Australian brands produced by Philip Morris launched kretek varieties in 2015—Longbeach and Marlboro—although these were short-lived.¹⁰ Along with other flavoured tobacco, cigarettes such as kreteks (clove cigarettes) were banned for sale in Australia in 2025.⁸

10.6.4.1 Menthol and flavour capsule cigarettes

Internationally and in Australia many brands have introduced cigarettes with a capsule of menthol flavouring in the filter. Users can squeeze or crush the capsule to release the menthol flavour before, during, or toward the end of smoking. The capsule provides a multisensory experience for the consumer: crushing the capsule provides a tactile response, a ‘popping’ sound, and changes the flavour and aroma of the cigarette.⁴⁵ Capsules with other flavourings and multiple flavour capsules are also available internationally.⁴⁶ In many markets, products with flavour capsules were typically first introduced under premium brands. However, they have since been introduced more broadly across different market segments in an effort to provide a premium feature across budget brands.⁴⁷

Menthol and flavour capsule cigarettes were first seen in Japan in 2007.⁴⁵ The popularity of capsule cigarettes has grown internationally, particularly across Europe, Latin America, and Asia.^48,49 In Australia, capsule cigarettes were prohibited for sale on 1 July 2025 under provisions of the Public Health (Tobacco and Other Products) Act 2023. Prior to this, the popularity of capsule cigarettes in Australia appeared to be increasing. One study found that between 2012 and 2014, the percentage of people who preferred smoking capsule cigarettes increased from 1% to 3%. This was higher among young people, with 4% of 18–24-year-olds preferring capsule cigarettes in 2014. People who preferred smoking capsule cigarettes viewed their cigarettes as having more positive appeal and better taste when compared to traditional cigarettes.⁴⁶ Menthol and flavour capsule cigarettes have also been popular among Australian adolescents. In 2017, 5% of Australian adolescents aged 12–17 years reported ever smoking flavour capsule cigarettes, and among adolescents who had ever smoked, 29% had tried a flavour capsule cigarette.⁵⁰ Research has found that among younger people, capsule cigarettes are perceived to be innovative, high-tech, cool, and fun, and something to experiment with.^45,49

Capsule cigarette packs have often included design elements to communicate the function and flavour of the capsule.^47,51 Menthol capsule brands in the US have been observed to feature phrases such as “choose to refresh your taste” and “create your refreshing taste experience”.⁵¹ Figure 10.6.24a shows Australian Dunhill menthol capsule products with capsule symbols and the instruction “Crush release menthol” (see also Figure 10.6.25). Figure 10.6.24b illustrates various international menthol capsule cigarette sticks with symbols on the filter indicating where the capsule is located. Following plain packaging, these design elements were banned in Australia. Philip Morris’ Peter Jackson Hybrid branded packs featured an image of a capsule with the instructions “Squeeze filter to convert from regular to fresh”, and the variant name Rich Dual Flavour, also featuring the colour blue in these design elements. After plain packaging, these same cigarettes were labelled Peter Jackson Hybrid Blue Regular to Fresh—see Figure 10.6.24c.

Up until July 2025, many major brand families in Australia included a menthol capsule variety. These were often described with terms that conveyed the presence of a capsule and evoked feelings of freshness.⁴⁷ Examples of such terms included Ice Blast, Summer Crush Rush, Switch, Pop Refreshing Crushball, Cool Crush, Cool Pop, and Fresh Burst. In 2017, dual capsule cigarettes (with two different flavoured capsules) were introduced to the Australian market—see Figure 10.6.25.

10.6.4.2 Flavoured roll-your-own and pipe tobacco

The sale of flavoured roll-your-own and pipe tobacco has been banned in Australia since 1 July 2025.⁸ Prior to this, roll-your-own tobacco was available for sale in many alcohol flavoured varieties such as bourbon, whisky, rum, and wine. Pipe tobacco also came in several alcohol flavoured varieties, as well as cherry, coffee, and vanilla.⁵² In addition to flavoured tobacco, flavoured cigarette papers have also been available in flavours such as bubble-gum, watermelon, and choc-chip cookie dough.⁵³

10.6.5 Organic, additive-free, and ‘green’ cigarettes and tobacco

A variety of ‘green’ (environmentally-friendly) and natural-sounding attributes have been claimed for particular tobacco products, responding to growing consumer awareness of environmental concerns. With no hint of irony, these include references to purity, naturalness and the lack of additives, as well as claims for the farming practices employed in the production of the leaf—such as allusions to organic growing conditions, reforestation programs, use of renewable energy sources, and ethical sourcing from farmers.^54-56

This trend has been especially marked in the US,⁵⁷ where consumer concerns have led to the marketing of organic, ‘100% additive free natural’ brands such as Natural American Spirit and more recently Manitou.⁵⁸ Figure 10.6.26 shows an advertisement for Natural American Spirit that ran in the US in 2011 claiming that its products are ‘100% additive-free’ and ‘natural’. In 2020, Winston ran advertisements in the US for its menthol cigarettes, claiming that they contained ‘100% plant-based menthol’, suggesting that the menthol flavouring is not artificial. Also included in these advertisements was the phrase ‘consider it farm to pack’ which is a play on the food industry trend ‘farm to table’ that refers to organic, sustainably grown, and locally sourced food.⁵⁵

There is also evidence that these types of descriptors tend to offer the consumer reassurance, since ‘natural’ commonly connotes beneficial attributes.^57,59,60 Written disclaimers placed on these products to inform consumers that they are not safer cigarettes (see Figure 10.6.14 for an example) do not sufficiently correct misperceptions because they are largely ignored, distrusted, doubted, or simply not seen.⁶¹ Although some manufacturers are careful not to claim health attributes for their products, it is significant that US tobacco companies have sought to retain the right to use the descriptor ‘natural’ on their cigarettes sold outside the US.⁵⁷

In 2015, the US Food and Drug Administration issued warning letters to three tobacco companies for the use of the terms ‘additive-free’ and ‘natural’, stating that they constituted unauthorised modified risk claims. In 2017, the US Food and Drug Administration and Santa Fe Natural Tobacco Company (the manufacturer of Natural American Spirit in the US) reached an agreement that prohibited the tobacco company from using the terms ‘additive-free’ and ‘natural’.⁶² However, this agreement still permitted the use of ‘natural’ in the brand’s name, as well as the phrase ‘Tobacco Ingredients: Tobacco and Water’, which suggests that the product is ‘additive-free’ and continues to lead to misperceptions about harmfulness.^62,63

In Australia, the terms ‘organic’, ‘natural’ and ‘additive-free’ have been prohibited in brand and variant names since 1 July 2025.⁸ Prior to this, the presence of products claiming to be ‘organic’, ‘natural’, or ‘additive-free’ was minimal in Australia, with only two known brands doing so (Natural American Spirit and Manitou).

10.6.6 Slim, extra-long, and shorter cigarettes

In Australia, the length and diameter of cigarettes were standardised on 1 July 2025, thereby banning the sale of slim, extra-long, and shorter cigarettes.⁸ Slim cigarettes are typically smaller in diameter than regular cigarettes and either extra-long (e.g. Vogue Superslims) or shorter than regular cigarettes (e.g. JPS Nano, Winfield Jets). Slim cigarettes have traditionally been marketed to females and are often sold in feminine packaging—see Section 10.6.1.2. Several studies have found that slim cigarettes are perceived to be appealing, pleasant tasting, and less harmful compared to regular cigarettes, particularly among females and younger people.^64-66

Shorter slim cigarettes may also be particularly appealing to younger people. JPS Nano was introduced in Australia in early 2012 (shortly before plain packaging implementation) and featured a textured ‘grip pattern’ on the pack, and shared its name with the then-popular iPod Nano device—see Figure 10.6.27. This super-value brand was particularly cheap and prominently promoted on price boards in tobacco retailers,⁶⁷ and was a key product in the rapidly growing JPS brand family.⁹ This very small 20s pack did not conform to the minimum pack dimensions established in the plain packaging regulations, and was later replaced with 23s in December 2012. Perhaps due to the higher price-point of a 23s pack compared to 20s, JPS Nano lost popularity and was discontinued in early 2014.¹⁰

Limited opportunities to smoke due to the introduction of smoking restrictions in many environments has prompted the development of a shorter cigarette, which allows for quicker smoking (seven puffs instead of the more usual 10) while still aiming to deliver a satisfying dose of nicotine. One company to cater for this market internationally is Philip Morris with Marlboro Intense, which has been launched in Turkey, and Marlboro Wides, a thicker but shorter than usual cigarette, innovatively packaged in a box with a flip-top opening from side to side instead of front to back.⁶⁸ Conversely, extra-long or ‘superking’ cigarettes are typically the same diameter as regular cigarettes, but provide additional tobacco in a longer stick. For example, regular Horizon cigarettes contain 0.664 grams of tobacco, compared to 0.695 grams of tobacco in Horizon 93mm Long.⁶⁹

10.6.7 Filter innovations

In addition to the introduction of flavour capsules in the cigarette filter (Section 10.6.4.1) and visual design elements included in the filter tip or tipping paper (Section 10.6.3), many tobacco products have featured specialised filters. Tobacco companies have promoted cigarette filters in their advertising ever since health concerns about smoking arose in the 1950s, however, more recently innovative filters have been introduced in many markets.⁷⁰ Charcoal filter cigarettes were available in Australia through the international brands Mild Seven and Kent, and were later introduced under the leading Australian brand, Winfield in 2006. These Winfield Charcoal Filter cigarettes were promoted in retail magazine advertisements as:

“A smooth start for the smooth choice…Not only does the Charcoal Filter reduce some the harsh taste in the smoke, providing a smooth smoking experience, the Winfield Charcoal Filter range gives your customers more choice.”

Australian Retail Tobacconist, 2006.⁷¹

The advertisement also highlighted increased profitability due to the higher recommended retail price of the Charcoal Filter range relative to regular Winfield cigarettes.

Tobacco industry trade magazines have noted the recent global rise in the market for specialty filters in the context of increasing packaging and promotion restrictions:

“As stricter regulation is enforced, specialty filters will be ever more important as a point of brand differentiation.”

Rossel, 2017.^{72 (p44)}

In 2015, tobacco companies in Australia began replacing regular cigarette filters with innovative filters, such as recessed and firm filters. In cigarettes with recessed filters, the filter tow is set back several millimetres, reportedly to “…create a smoother taste and shift the staining observed on the cigarette mouth end away from the consumer.”^73(p74) In 2015, British American Tobacco Australia introduced Winfield + Flow Filter and Dunhill + Taste Flow Filter. These were not brand extensions—all regular Winfield and Dunhill products for sale at the time were phased out and replaced with the recessed filter ranges.

Firm filters have the same appearance as regular filters but are much denser and firmer to the touch. According to a Philip Morris executive, “firmer filters…offer quality you can feel, and a cleaner way to stub out your cigarette”.⁷⁴ In 2015, Philip Morris replaced regular filters with firm filters in the brands Alpine, Longbeach, Peter Jackson, and Marlboro. Similarly, British American Tobacco Australia switched the regular filters in Benson & Hedges and Rothmans to Firmer Feel Filters. In 2018, Imperial Tobacco introduced Parker & Simpson variants with a regular filter and a Firm Touch Filter.

Among Australian adults who smoke, recessed and firm filter cigarettes were perceived to feel lighter, cleaner, and less harmful compared to regular filter cigarettes.⁷⁵ After about a decade in Australia’s regulated tobacco market, filter innovations were banned on 1 July 2025 under provisions of the Public Health (Tobacco and Other Products) Act 2023.⁸

A wide range of filters for rolling tobacco have also been observed. Australian retail trade magazines have listed filter ranges from tobacco accessory suppliers including slim, ultra slim, and micro slim, charcoal, and charcoal slim.⁷⁶

10.6.8 Product and packaging responses to plain packaging legislation: pre- and immediately post- implementation

Following the Australian government’s 2010 announcement of its intention to introduce plain packaging, numerous changes to the packaging and naming of tobacco products were observed. Other than reassurance messages, these responses continued in the months after plain packaging was implemented in December 2012. Reassurance messages were observed on the packs from several major brands, including banners on packs and pack inserts assuring consumers that despite the impending change in packaging, the taste and/or quality of their product would be unchanged—see Section 11A.7 for examples.

10.6.8.1 New brands, pack sizes, and brand extensions introduced prior to implementation of plain packaging

Many of the packaging and product trends described above were observed in high concentration in the period between the plain packaging announcement and implementation, particularly those aimed to convey value through the pack (Section 10.6.1). Where only one product had been available with ‘bonus’ cigarettes (Holiday 22s), these were increasingly introduced on predominantly budget brands. Similarly, many budget brands in very simple packaging were introduced during this period, including at least one super-value brand from each of the major three tobacco companies operating in Australia. These simple or ‘plain’ pack designs may have been predicted to fare better than many current brands after the transition to plain packaging—see Figure 10.6.2. Philip Morris introduced the exclusively named but very simply packaged Bond Street (an existing brand available for many years outside Australia) in a novel 26s pack size in February 2012. This provided an extra cigarette compared to the usual 25s and (being quite plain) was of a design that would have to change less dramatically than that of many other brightly coloured brands. British American Tobacco Australia's less elegant but 'to the point' Just Smokes was introduced in May 2012 priced well below almost every other brand on the market.⁹

Instead of introducing a new brand to the market, Imperial Tobacco continued to expand the range of products offered within the super-value JPS brand family. In 2009, the long-established John Player Special brand was re-badged as JPS in 2009 and sold only in packs of 25s. JPS Superkings 20s—extra-long cigarettes—were also introduced in early 2012. Several months later, the JPS product range expanded to include regular 20s and 25s, JPS Superkings 20s, and JPS Nano 20s, each available in several variants—see Figure 10.6.28. Figure 10.6.27 also shows that these Nano cigarettes were much smaller—both slimmer and shorter—than regular cigarettes, with technologically advanced-looking packaging to match the Nano name (invoking the then-popular iPod Nano device). A further sub-brand, JPS Duo, was noted from November 2012. This menthol capsule product was introduced just one month before the last date on which branded packages could be sold in Australia. Shortly after plain packaging implementation, a further brand extension JPS Ice was also introduced.

Beyond the budget segment of the market, changes to the product offerings of several mainstream and premium brands were observed. These included additional menthol capsule products, extra-long cigarettes, and brand extensions with long, evocative product names (e.g. Peter Stuyvesant New York Blend, Marlboro Silver Fine Scent).⁹

10.6.8.2 Changes to product and variant names

With the removal of colours and other design elements from cigarette packs, tobacco companies instead used the product name to convey product information and associations. For example, Peter Jackson Hybrid branded packs featured an image of a capsule with the instructions “Squeeze filter to convert from regular to fresh”, and the variant name Rich Dual Flavour, with the colour blue featuring in these design elements. After plain packaging, these same cigarettes were labelled with the instructive variant Blue Regular to Fresh—see Figure 10.6.24c above. Philip Morris also altered the naming of Marlboro varieties following plain packaging. The variant name (e.g. Red, Gold), was incorporated into the brand name, so that instead of ‘Red’ appearing as the variant name in smaller text under the brand name, ‘Marlboro Red’ appeared in the larger brand font in a single line.⁹

As discussed in Section 10.6.2.1, cigarette variants (or ‘strengths’) have long-established associations with packaging colours. Following plain packaging, cigarette brands that used descriptive variant names (e.g. Dunhill Distinct, Dunhill Premier) incorporated the earlier pack colour into these variant names (Dunhill Distinct Blue, Dunhill Premier Red). Conversely, brands that did not have descriptive words in the pack but may have relied on pack imagery and other design characteristics to convey positive brand associations, expanded their variant names. For example, Pall Mall Blue became Pall Mall Rich Blue, Holiday Gold became Holiday Sun Gold. Ahead of these changes, British American Tobacco Australia provided an information sheet to retailers describing the upcoming name changes to its products. This included the statement “new descriptors—the way your customers ask for it”.

These changes occurred despite the tobacco industry’s arguments that plain packaging would severely impede their ability to introduce and differentiate their products. Greenland observed that plain packaging presented no such restriction in the Australian market, having documented extensive and innovative changes to cigarette product offerings in the years immediately following plain packaging implementation.^77,78