'Beyond nicotine marketing strategies: Big Tobacco diversification into the vaping and cannabis product sectors

Tobacco sales in Canada and the USA have stagnated.1 2 Although denormalisation strategies have reframed smoking (and smokers) as socially unacceptable,3–6 these attitudes appear to apply uniquely to smoked tobacco. Cannabis now represents notable opportunities for tobacco companies, with recreational cannabis becoming legalised federally in Canada (effective October 2018) and increasingly at the state level in the USA. While the social acceptability of cigarette smoking has declined over time, cannabis use has become chic and desirable. For example, Barneys—a set of high-end US department stores that were known for selling designer handbags, shoes and clothing—offered a ‘Lifestyle Shop’ of luxury cannabis products and accessories in strategic efforts to appeal to ‘status seekers’.7 According to Barneys’ website, ‘It’s no secret that there has been a huge cultural shift when it comes to cannabis. What was once...
Source: Tobacco Control - Category: Respiratory Medicine Authors: Tags: Industry watch Source Type: research