Appeal of fully branded packets and matching plain packets
| Taste appeal | Youth appeal | |
| Packet 1 (ARA fully branded) | 2 (1.4) | 2 (1.4) |
| Packet 2 (Marlboro fully branded) | 1 (0.7) | 2 (1.4) |
| Packet 3 (Mevius fully branded) | 119 (80.9) | 116 (78.9) |
| Packet 4 (ARA plain packet) | 1 (0.7) | 5 (3.4) |
| Packet 5 (Marlboro plain packet) | 1 (0.7) | 0 (0.0) |
| Packet 6 (Mevius plain packet) | 7 (4.7) | 4 (2.7) |
| No difference | 16 (10.9) | 18 (12.2) |
Numbers are frequencies for ‘most’ appealing and those in parentheses are percentage of sample, N=147.