Overall findings
The tagline did a good job grabbing participants’ attention as many could relate to it, especially older smokers. The colours were also well-liked and added to their overall positive impressions of the message. The headline and sub-text were not seen as strong messages because they did not contain new information. The bullet points were, however, found to be more interesting, especially the use of statistics. The layout was found to be easy to read for most, and the conciseness of the information was appreciated.
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Specific findings
Initial impressions:
The colour blue stood out and many older smokers liked the reference to coughing in the morning, as they said they experienced this themselves.
Ability of flap/top of the insert to get attention and motivate reading:
(This was the first pack shown to participants; therefore the flap/top insert was new to them).
For the most-part, the words “do you cough in the morning” caught some participants’ attention, but they said the main thing that grabbed them was the blue colour of the teaser, as it was different and therefore noticeable.
“The blue was eye-catching, friendly, easy to read, top made me want to read on…it’s different from what I’m used to seeing.”
“They’re usually about stats but this is more about your personal experience.”
Ability of the main message to motivate reading:
“Coughing is your lungs telling you to quit” was not generally seen as a very powerful message by itself and did not really draw people to read the rest of the message.
Understanding of the message and meaning:
The information in this concept was easy to understand.
“It’s actually giving benefits of quitting rather than just “you’re going to die.””
Relevance:
This concept did not resonate with everyone, particularly with younger smokers. Older smokers and those who coughed in the morning were more affected by this message. Some mentioned it would also hit home for those who currently have respiratory problems.
The points made about the positives of quitting were new and relevant, especially to those who say they were thinking of quitting.
Ability to inform and educate:
Participants were bothered by the message that smoking causes lung disease because it is already repeatedly in smokers’ faces, and thus detracted from the rest of the message, if they indeed did read on. The ideas provided in the bullet points were not necessarily new, but relevant, and the statistics were new to most people.
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“I didn’t really find it so much different, especially the message about lung cancer. Right away I was ticked off about it, there’s too much emphasis about cancer and smoking.”
« Ça me dit juste quelque chose que je ne connaissais pas. »
Credibility:
The information in the bullets was not questioned.
Readability and Visibility:
There was some concern about the light green text on the white at the bottom. It was not easy to read for everyone, and since many found this an important message, they noted it should have a larger font and bolder colour.
It was also suggested it be moved to the top as it was seen as more encouraging and positive, replacing the current headline about coughing, which was not seen as a strong, positive message.
« Le slogan de vivre une vie plus saine est trop pâle. C’est bon, mais je ne le vois pas. »
Quality and effectiveness of text:
The tone of the bulleted text was generally well-liked because smokers felt it was using a positive message, focusing on improvements.
« Moi, ce que j’ai aimé ce sont les étapes. C’est plus concret pour moi. »
Layout and Design:
The layout was easy to read for most and the bullet points were well- received. Participants found the main part of the text (in black on white) easy to read because the information was short and to the point, and the text was not overwhelming on the page.
Cohesiveness of picture/visuals and text:
Most participants did not see a link between the visuals and the text.
Ability to be memorable:
This concept was memorable to many of those who are thinking of quitting.
Some say they would remember some of the statistics presented.
Makes participants think about quitting?
Only a few participants said this would make them think of quitting.
Flip-Top vs. Slide-and-Shell:
Feedback on both pack sizes was the same.
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Suggestions:
• As the first sentence about lung disease was often found to be the most negative part of this message, and as participants felt it was something they had been told too many times, they often suggested that it be left out. Instead, many participants offered that “you can quit and enjoy better health” be moved to that top spot.
• The second line was generally seen as a bit more informative but participants found it wordy and would prefer if it were tightened up by, for example, leaving out “such as…”
• Another often heard suggestion was to make the last sentence more prominent, by changing the colour and font to make it more visible or, even better, by moving it to the top.
• Since the slogan on the teaser did not resonate with everyone, some who tested the slide and shell suggested putting the emphasis more on the message to turn over the pack and by making that font more prominent than the rest of the text. That way, they said, even if the message about coughing does not catch people’s eyes, they would still get the idea there is more on the back of the pack.
• Since this message was understood to be about quitting, a telephone number or website to get help quitting was something that was brought up as a good addition to this message.
Concept Classification:
Best concepts (overall) - needs only minor adjustments Good opportunity - needs some improvements
Needs major improvement
Least effective - needs complete rethink/rework