The packaging of hand rolled tobacco products
Smokefree South West and the Directors of Public Health based in South West local
authorities who commission the regional programme, are particularly concerned to
see the full range of hand rolled tobacco products included within any new UK
regulations to standardise the packaging of tobacco products.
This concern is supported by findings from qualitative insight research commissioned
by Smokefree South West in March 2010 to explore and test perceptions amongst a
sample of South West smokers of hand rolled tobacco. This revealed that the design,
colour and descriptive language displayed on these packs played a role in shaping
customer perceptions of attractiveness and relative harm. The research was
conducted in six Southwest localities; (Bournemouth, Bridport, Bristol,
Camborne/Redruth, Plymouth, Salisbury).i
A range of different methodologies were selected for engaging each consumer type.
These included;
-
8 x 45 min Paired Depth interviews with Young People who smoke hand
rolled tobacco (aged 14 -18 years )
8 x 90 min Focus Groups with adult hand rolled tobacco smokers (age groups
ranging from 20-45 years)
2 x 60 min Focus Groups with adult manufactured ‘stick’ cigarette smokers
(aged 25-45)
all respondents were routine and manual (R&M) workers, a range of different
occupations recruited across the sample (including C1 as well as C2D social
grades)
Extracts from the top line findings include the following:
Golden Virginia;
• Contemporary feel as most popular tobacco brand and also produce metallic
limited edition packs
• More feminine than masculine cues due to pack design (colour, imagery etc.)
Amber Leaf;
• Strong natural cues from pack colour, brand name and leaf imagery
• Pack design is not as contemporary as others but retains appeal to men and
women
Cutter’s Choice;
• Strong natural cues from pack colour and fact that tobacco is wetter
• Pack design is not as contemporary as others but retains appeal to men and
women
Benson & Hedges Silver
• Manufactured associations due to brand and pack colours/design
• Contemporary and feminine feel due to silver metallic colour – teens and
some women consider it a ‘cooler’ looking tobacco
Old Holborn;
• Not as natural looking as GV, Amber Leaf and Cutter’s Choice due to pack
colour
• Traditional and masculine – pack colour is very male, and brand has old man
(pipe smoker) associations
Drum (blue);
• Strong, horrible taste, ‘stinks’, cheaper and low quality
• Has traditional and masculine cues for same reason as Old Holborn
The research also indicated misunderstandings amongst smokers that hand rolled
tobacco is more ‘natural’ and therefore safer. It is also perceived to offer smokers
benefits in terms of greater control over the amount of tobacco they add to each
‘rollie’. As a result hand rolled tobacco smokers report that they feel less guilt about
their smoking, which infers they may be less motivated to quit with all the health
benefits that would bring.
Respondents commented;
‘It’s more natural and I’m smoking less tobacco’
“It’s purer than cigarettes – cigarettes have got sulphur and twigs and stuff in – roll
ups just burn out unlike cigarettes”
“There’s no chemicals in it– you don’t get a bad chest smoking tobacco”
Research indicated that the South West of England had the highest usage of hand
rolled tobacco compared with the rest of England, with 33% of smokers reported
smoking hand rolling tobacco. In some local areas in the region, such as Devon &
Cornwall, the usage figure for hand rolled tobacco was over 60% of smokers.
Regional qualitative research was commissioned to explore user’s beliefs about hand
rolling tobacco and identify potential interventions to dispel myths and reframe
beliefs.
Key findings:

Many smokers reported they believed that smoking hand rolling tobacco
represents a more natural, less addictive, ‘organic’ and healthier option.

Most respondents indicated that their preference for using hand rolling
tobacco is partly based on the belief that it is less dangerous than
manufactured ‘stick’ cigarettes. This belief appears to enable many users to
deflect current health education prompts to quit smoking as they mistakenly
feel they are already taking steps to reduce harm.

Many respondents believe rolling their own cigarettes gives them greater
control over their smoking through manipulating the amount of tobacco they
add to each cigarette.

Analysis of this qualitative research suggests smokers of hand rolling tobacco
may be relatively immune to traditional anti-smoking campaigns. Their
underestimation of the risk posed by hand rolled tobacco supports the belief
that they are different from ‘typical’ smokers.

So strong are the perceived benefits even beyond the attraction of cheaper
price, which some users claim they would continue to use hand rolled tobacco
even if manufactured cigarettes were equivalently priced.
Recent hand rolled tobacco pack innovation
Since the South West qualitative research was conducted other published reports
have indicated that the speed of hand rolled tobacco packaging design innovation
has accelerated. ii
New hand rolled tobacco design entrants on to the UK market include several in bold
new colours, pack formats and sizes which were not originally available in 2010.
Whilst the South West research has not been repeated, the insights previously
gained would suggest at least some, if not all, of the new designs would appeal to
and engage particular segments amongst consumers of tobacco. Some do appear to
go even further to support the misperceptions of hand rolled forms as less harmful
and natural products and would also appear to have youth appeal.
These include;
- New rebranded ‘GV’ version of Golden Virginia in several new pack variants
which uses the image of a bright yellow flower with the strapline; ‘Sun ripened
air-cured & Virginia tobaccos – smooth’
- Golden Virginia ‘Classic’ in an emerald green pack
- ‘Urban’ a highly contemporary brand which has a bright orange and black city
landscape design
- Drum Gold - a new ‘rich flavour’ yellow and orange variant addition to the
previously old fashioned blue packaging
- Sterling Rolling ‘value tobacco’ in a red and silver distinctive portrait layout
pack design pouches
- a new brand called Himalaya in green, brown and yellow mountain range and
available in 5g packs at £1.49
- little 12.5g Amber Leaf cigarette box ‘kits’ in yellow/green or white ‘blonde’
which actually contain some hand rolled tobacco along with a set of papers
and filters
- American Spirit tan and brown packs illustrated with a native American
smoking a peace pipe accompanied by the strapline ‘Original brand Natural
American Spirit 100% additive free natural tobacco’
- New JPS John Player Special in silver
Research recently published in the British Medical Journal by Professor Edwards
from the University of Otago, New Zealand supports evidence that hand rolled
tobacco is ‘at least as hazardous as any other type of cigarette’. iii iv
South West Wise Up to roll Ups educational campaign:
In response to these new findings, Smokefree South West developed and ran a
regional campaign to raise public awareness that smoking ‘roll-ups’ is just as
potentially damaging as smoking ordinary cigarettes and to encourage quit attempts.
The resulting campaign launched in February 2011 and ran for ten weeks. Hardhitting television and radio adverts broadcast across the South West. Billboards were
designed to mimic hand rolling tobacco pouches but replaced sales messages with
factually accurate messages about a number of tobacco-related diseases.
Wise Up to Roll Ups Results:
A national YouGov survey, undertaken during the campaign and co-ordinated by
Action on Smoking and Health (ASH) in 2011, demonstrates a marked difference in
understanding of the dangers of hand rolled tobacco compared with the rest of the
UK. Following the information campaign in the South West 44% indicated awareness
consider that hand rolling tobacco is ‘just as bad for you’ as normal cigarettes –
compared with an average of 34% in other English regions.
An additional SW specific campaign tracking survey demonstrated positive attitudinal
shifts; with a significant rise in the proportion of those indicating that are aware rollups are just as bad for you as manufactured cigarettes from 57% - 70%.
‘Wise-Up to Roll-Ups’ was endorsed by Cancer Research UK and the UK Faculty of
Public Health. The campaign generated over £100,000 in ‘unpaid’ PR. The strength
of the visuals and messages reached as far as Australia and Canada where people
requested pouches.
A dedicated website and innovative Wise-Up to Roll-Ups support pack, in the style of
a pouch, contained information to dispel myths surrounding HRT and quitting tools to
aid smokers. Targeted digital advertising encouraged smokers to order a ‘pouch’.
Over 9,000 ‘pouches’ were ordered during the first two bursts of the campaign.
Treating smokers of hand rolling tobacco in South West hospitals is estimated to cost
around £32 million, or £6 for every person, every year (Local Tobacco Control
Profiles for England/NEMS 2010/ONS). This campaign cost the equivalent of 5p per
person or 10p for every taxpayer. The campaign was repeated in January 2012 and
July 2013.
i
South West Hand Rolled Tobacco (HRT) qualitative research, Directions Research, March
2010, unpublished.
ii Hastings et al. „Plain tobacco packaging : A systematic review‟. Public Health Research
Consortium. http://phrc.lshtm.ac.uk/project_2011-2016_006.html
iii
http://www.bmj.com/press-releases/2014/02/11/roll-your-own-cigarettes-could-be-harmfulfactory-rolled-tobacco
iv http://www.independent.co.uk/life-style/health-and-families/health-news/rollies-vs-straightsrollyourown-at-least-as-hazardous-as-any-other-type-of-cigarette-9122464.html