Table 1.
Ad Headlines and Example Content Pre- and Post-MRTP, August 2019 to April, 2021*
| Ad Headline | Occurrences (of 591 total) N (%) |
|---|---|
| Both Pre- and Post-MRTP | |
| Get IQOS | 128 (21.7) |
| Pre-MRTP | |
| The Future of Tobacco is Here | 89 (15.1) |
| Real Tobacco Meets Innovative Technology | 42 (7.3) |
| Get IQOS Real Tobacco Less Odor | 17 (2.9) |
| Meet IQOS Real Tobacco No Ash Less Odor a | 11 (1.9) |
| Meet IQOS The Future of Real Tobacco Has Arrived Real Tobacco No Ash Less Odor | 13 (2.2) |
| The Future of Real Tobacco Has Arrived | 6 (1.0) |
| Post-MRTP | |
| Get IQOS Real Heated Tobacco is Here with Less Odor | 62 (10.5) |
| IQOS Uses Heatsticks Made with Real Tobacco§ | 61 (10.3) |
| With Heat Control Technology Real Tobacco is Heated Never Burned | 39 (6.6) |
| Reduce your Body’s Exposure to Harmful Chemicals§ b | 35 (5.9) |
| Why Make the Switch from Cigarettes to IQOS? | 16 (2.7) |
| We Built a New Way to Enjoy Tobacco with Heat Control Technology | 15 (2.5) |
| Real Heated Tobacco is Here with Less Odor | 14 (2.4) |
| Purchase an IQOS Bundle with Same-Day Delivery in Select Cities§ | 11 (1.9) |
| IQOS Is the Only Tobacco Product of Its Kind | 10 (1.7) |
| Too Busy to Make an Appointment? Experience IQOS at Home | 10 (1.7) |
| Order an IQOS Bundle with Same-Day Delivery in Select Cities | 6 (1.0) |
| Half Off! Use Promo Code Device50 At Getiqos.Com | 3 (0.51) |
| Experience Heated Tobacco Sooner than Ever | 2 (0.34) |
| It’s Not a Vape It’s Not an E-Vape It’s Real Tobacco with Less Odor and No Ash c | 1 (0.17) |
|
a 2nd highest adspend: $1,294,900 (26.4% overall; 97.8% pre-MRTP) ƚ Description: Black background with white text: “Meet IQOS® REAL TOBACCO | NO ASH | LESS ODOR” and image of black device and holder. Warnings included: Top of ad: “WARNING: This product contains nicotine. Nicotine is an addictive chemical.” Bottom of ad: “SURGEON GENERAL’S WARNING: Smoking by Pregnant Women May Result in Fetal Injury, Premature Birth, and Low Birth Weight.” |
b Highest adspend: $3,395,900 (69.3% overall; 94.9% post-MRTP) ƚ Description: White background with black text: “Reduce your body’s exposure to harmful chemicals by switching completely from cigarettes to IQOS®. The IQOS® system heats tobacco but does not burn it. This significantly reduces the production of harmful and potentially harmful chemicals. Scientific studies have shown that switching completely from conventional cigarettes to the IQOS® system significantly reduces your body’s exposure to harmful or potentially harmful chemicals. Learn more at getIQOS.com” and image of white device and three boxes of HeatSticks® (one grey, two turquoise – one labeled “Smooth Menthol”) Warnings included: Top of ad: “WARNING: This product contains nicotine. Nicotine is an addictive chemical.” Bottom of ad: “SURGEON GENERAL’S WARNING: Smoking by Pregnant Women May Result in Fetal Injury, Premature Birth, and Low Birth Weight.” |
c 3rd highest adpsend: $155,800 (3.2% overall; 4.4% post-MRTP) ƚ Description: White background with black text: “It’s not a vape. It’s not an e-cig. It’s real tobacco with less odor and no ash. IQOS® IS THE ONLY PRODUCT OF ITS KIND THAT CAN MAKE THIS CLAIM. The IQOS® system heats tobacco but does not burn it. This significantly reduces the production of harmful and potentially harmful chemicals. Scientific studies have shown that switching completely from conventional cigarettes to the IQOS® system significantly reduces your body’s exposure to harmful or potentially harmful chemicals. Want to learn more? Visit getIQOS.com” and with image of white holder and device and green and white Marlboro box. Warnings included: Top of ad: “WARNING: This product contains nicotine. Nicotine is an addictive chemical.” Bottom of ad: “Smoking Causes Lung Cancer, Heart Disease, Emphysema, And May Complicate Pregnancy.” |
*
Run date beginning before July 7, 2020 (pre-MRTP) vs. after (post-MRTP).
§
Ad headline represents 2 unique ads.
ƚ
Contact corresponding author for ad images.