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Originally Posted by Stephen
I don't see how changing to plain packaging will affect people buying them though as all shops have to have cigs completely covered up now. well in Scotland anyway, don't know about the rest of the UK.
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Quote:
Originally Posted by RizzyKing
Plain packets are stupid all the decades I smoked I never cared about the packaging not once did I purchase by telling the checkout operator "I'll have 20 of the one with red stripes vertically on the packet". This is all about those who want smoking gone thinking they have achieved something but in practical terms I doubt it will affect a single smoker. Images are great except that people know smoker's and rarely see the cancer mouth in life I grew up in a family of smoker's a few of them died from smoking related illness and never had any overt signs.
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Packaging matters a lot .On a subconscious level you are influenced by the colour and design of the packet ,wording on the packet like 'mild' , 'smooth' or 'special' leads to a false idea of less harm being done ,even describing cigarettes as low tar leads people to think they are somehow safer but in fact smokers of low tar cigarettes die at the same rate as smokers of regular tar cigarettes.
Even though cigarettes have been put behind doors in shops so they cannot be seen the brightly coloured packets are designed on purpose to attract attention and be identified with certain brands ,different shading on the packets for 'lite' cigarettes for example gives people the idea that the cigarettes are safer .If you still don't believe that packaging matters read this
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Lambert & Butler – case study
In a presentation to an industry conference in 2006, Imperial Tobacco’s Global Brand
Director, Geoff Good, acknowledged that the tobacco advertising ban in the UK had
“effectively banned us from promoting all tobacco products” and noted that “In this
challenging environment, the marketing team have to become more creative” adding: “We
therefore decided to look at pack design.”
Focusing on the UK’s most popular cigarette brand, Lambert & Butler, Imperial developed
a new version of the Lambert & Butler brand to mark its 25th anniversary in the UK market.
The “Celebration” packs were launched in November 2004 as a 4-month special edition,
replacing the original pack until February 2005. According to Good: “The effect was very
positive. Already the no.1 brand, our share grew by over 0.4% during this period – that
might not sound a lot – but it was worth over £60 million in additional turnover and a
significant profit improvement.”
Good concludes: “Often in marketing, it is difficult to isolate the effects of individual parts
of the mix. But in this case, because the UK had become a dark market, the pack design
was the only part of the mix that was changed, and therefore we knew the cause and
effect.”
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http://www.ash.org.uk/files/documents/ASH_1024.pdf