As the “face” of the product being sold, packaging is always an important part of the firm’s advertising and promotion considerations.
For cigarettes, packaging is even more important because the package is not opened once and discarded, as with many purchases, but is opened each time a cigarette is removed. The visibility of the package under these circumstances makes packaging an important advertising vehicle.
An additional advantage of advertising on tobacco packaging is that it does not fall within any of the FTC’s categories of advertising and promotion; and hence the cost of this marketing vehicle is not reported to FTC. Internal tobacco company documents, it is clear that the industry understands and appreciates the importance of packaging in influencing smokers and potential smokers.
A 1963 Liggett & Myers report states, “The main objective of this package is to create a desire to buy and try. To do this it must look new and different enough to attract the attention of the consumer.”
Philip Morris’s comment regarding its efforts to target women provides one example of how packaging is used to influence specific target markets or niches: Some women admit they buy Virginia Slims, Benson & Hedges and so when they go out at night time, in addition to wanting to look more feminine and stylish. … Women are the primary target for our innovative packing problems. Turning to the youth segment, Lorillard has developed a unique package for Zach (brand new in 1970).
“The strength of Zack in an appeal to youth is its unusual name, denim and a graphic package of the face.” Such strategies were then Gauloises in France and Brown & Williamson (B & W) in the United States. Special design packing for Lygires, a brand made by Gauloises depicts a seductive young woman in dungeons and dragons setting.31 citing innovative package Kool, which opens like a book and has rounded corners and bright colors, B & W vice president Ludo Cremers said, “The response from consumers,” a package should be considered with’.”
Many other examples of new forms or packages of cigarettes and materials bright or creative images on cigarette packs have been reported.
The collector of cigarette packs, which states that collected more than 33,500 packs of cigarettes from more than 140 countries, ranging from the 1890s to the present, has more than 1,700 photographs and illustrations of packs of cigarettes on the website of the collection. It includes, for example, dozens of images of Camel iconography (including Joe Camel) on cigarette packs sold in Argentina, Austria, France, Germany, Italy, Mexico, Norway, Switzerland and the United States.
Packaging accessories provide yet another channel for advertising imagery. In Hong Kong, Philip Morris introduced the outer layer of plastic bags, cigarette Marlboro, showing a series of images of a cowboy Marlboro. In addition to providing powerful visual “Marlboro Man”, applies also seems designed to conceal the health warning on the main unit.
Designed by a pack of cigarettes can be an important feature in stores advertising. The American Tobacco Company memorandum states that “an integrated view of packaging design can provide more in store presence,” and Wakefield and his colleagues have explained that “the location of the package at time of purchase advertising themselves become the brand family.”
In addition, British American Tobacco report states, in the aftermath of a total ban on advertising, packaging must be designed to give the product visual impact and brand image. … Packaging itself can be designed so that it achieves more visual impact to the point of sale environment than its competitors. The colors on the packaging, the colors in traditional advertising (Chapter 3), may contribute to brand image.
For example, tobacco companies use lighter colors on the packaging to convey a sense of light and perhaps healthier cigarette report in 1979, RJR said the lighter the color filter brand Camel, how to play a key role in creating the image of the “reduced strength”: Refinements in [Camel Filter brand] Package consists mainly of increasing the number of spaces on the package and light brown tones color … to give the appearance of a revised package of reduced strength.
Canadian Ministers Advisory Committee on Tobacco Control came to the conclusion of colors and designs of cigarette packs continue to promote the idea that some brands are less harmful. Color and color density used in the brand family followed the natural range of intensity, with a touch of color coordinated with the “easy” brand.
The Committee recommended a ban on the use of “misleading descriptors such as” light “and” soft “on cigarette packages and marketing … [And] the use of other words, flowers, or devices that lead to the erroneous perception of differences in health risks and / or tar / nicotine delivery. “(My italics)
Apart from the question of perception products as light or mild, tobacco packaging has been shown in general as a strengthening brand image and reduces the impact of health warnings. Conversely, when the signals are less brand image on the package, teens are able to recall more medical information no image accurately.47 normal limits packing ease with which consumers associate particular images with a cigarette brand and significantly affects smoking behavior.44 Thus, the packaging not only plays important role in the branding of products, but also can be used effectively in policy measures aimed at countering the desirability of smoking.