Characteristics of Cheyenne little filtered cigar Instagram ads, 2019–2020

Abstract

IntroductionLittle is known about little filtered cigar (LFC) marketing on social media. We examined the characteristics of Instagram posts by Cheyenne—a popular LFC brand—from 2019 to 2020.MethodsWe conducted a content analysis of 323 images posted in 2019 and 2020. Descriptive statistics were examined, and χ2 and Fisher’s exact tests were used to test differences by year.ResultsMost posts (76.0%) showed ≥1 pack and/or LFC stick, which look highly similar to cigarette packs and sticks. The pack was often flavoured (62.2%). Images of lit LFC sticks increased from 2019 (12.2%) to 2020 (26.7%, p=0.005). Warning labels were present on the ad in 79.9% of posts, but always at the bottom, and used the same single warning statement that they are not a safe alternative to cigarettes. The depiction of people nearly doubled from 2019 (18.1%) to 2020 (34.8%, p=0.001), and women (50.6%) were more commonly depicted than men (32.1%). Popular depictions and themes included the outdoors (57.6%) and seasonal imagery (36.2%) among others.DiscussionCheyenne actively used Instagram to market its product and grow its brand. Posts seemed designed to promote the similarity of their LFC to cigarettes, through depictions of cig-a-like packs/sticks. Although warning labels were prevalent on Cheyenne Instagram posts, the warnings were not compliant with FDA warning guidelines and might have been counterproductive by emphasising their viability as cigarette alternatives rather than their dangerous health effects. Future surveillance is needed, and regulation of LFC advertising on social media may be warranted.

The Landscape of Cigar Marketing in Print Magazines from 2018–2021: Content, Expenditures, Volume, Placement and Reach

“…Historically, filtered cigars (also known as little cigars) have been promoted by tobacco companies in response to increasingly stringent policies and high taxes on cigarettes, as well as growing concern from the public regarding the negative health effects of cigarette smoking [ 51 ]. A review of previously secret tobacco industry documents found that filtered cigars were in fact designed for and marketed toward cigarette smokers [ 51 ], and a recent analysis of marketing for Cheyenne, a popular filtered cigar brand, found that the product was promoted as being similar to cigarettes [ 22 ]. While we cannot say for certain why Black & Mild’s magazine ads placed a strong emphasis on promoting their filtered cigars, it could be an attempt to lure cigarette smokers who may be looking for a cheaper alternative to cigarettes.…”

“…In 2000, the seven largest cigar companies in the U.S. entered into an agreement with the Federal Trade Commission conceding to display one warning from a set of approved warning statements on cigar packaging and advertising (e.g., “SURGEON GENERAL WARNING: Cigar smoking can cause lung cancer and heart disease”) [ 20 ]. Numerous studies have examined the presence of warning labels on cigar packaging [ 21 ] and advertising across various channels, including social media [ 15 , 17 , 22 ] and the point-of-sale [ 23 ]. For example, an analysis of cigar brand Swisher Sweet’s Instagram posts found that about 50% of posts displayed a warning label [ 17 ].…”