Themes in e-liquid concept names as a marketing tactic: evidence from Premarket Tobacco Product Applications in the USA

Laestadius L, Vassey J, Kim M, Ozga J, Li D, Stanton C, Wipfli H, Unger JB. Tob Control. 2022 Sep 28:tc-2022-057657. doi: 10.1136/tc-2022-057657. Epub ahead of print. PMID: 36171148.

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Concept naming of flavours is popular among e-liquid manufacturers. Rather than explicitly stating a taste or smell, these names convey aesthetics or sensations (eg, unicorn, frostbite, roadhouse), as well as positive health and lifestyle experiences (eg, relaxed, blissful). Concept names are frequently accompanied by colourful packaging and bottle designs that reinforce their connotations. While concept naming is not novel, its impact on youth appeal, as distinct from the flavours themselves, is understudied.