Does changing the name and keeping the branding change public opinion?

Back in October we talked about the evidence which supports that labels like light and mild are deceptive. We also discussed the provisions of the FDA Regulation of Tobacco with regards to labels like light and mild. Numerous companies have re-branded their products to exclude labels like "light" or "mild." They have opted to keep the colors commonly associated with the word like light blue of gold in the case of Marlboro Lights. Big Tobacco might remove the words, but maintaining the branding commonly associated with the words is not doing consumers any favors. The branding plays into what consumers believe. Consumers will still have an easily recognizable package which they associate with light and with less risk than full flavor cigarettes. While the FDA has begun research about color coding and could possibly change these regulations in the future, for now, they stand.

To read more about the debate on this issue click here.