The phrases “natural,” “organic” and “tobacco and water,” paired with images and motifs related to American Indian culture, are just a few of the tactics American Spirit employs to implicitly communicate the “naturalness” of its products. American Spirit has no affiliation with any American Indian or Alaska Native tribes, however its depiction of an American Indian warrior, peace pipe, and thunderbird on its cigarette packaging caused 65% of participants in a study to believe the brand had tribal affiliations, which was associated with perceptions of decreased harm and greater intentions to purchase.
Other research from the special issue finds that the design of American Spirit packs — including the terms and images — creates misperceptions among adults that the brand is owned by American Indians and/or grown by tribes and is therefore “healthier and more desirable.”