Tobacco firms in pack design work

by Jemima Bokaie, Marketing 16-Sep-08, 08:39

LONDON - Tobacco brands are putting packaging design at the heart of their marketing strategies as the government continues to clamp down on the promotion of their products.

Gallaher-owned Benson & Hedges is rolling out five limited-edition packs of its Gold range of cigarettes.

Imperial Tobacco has refreshed the identity of its Golden Virginia and Windsor Blue brands and is launching special pack designs for Richmond King Size. It recently introduced price-marked packs.

Meanwhile, Philip Morris, which owns Marlboro, is trialling 'snack size' cigarettes for smokers forced outside by the smoking ban who want only a 'quick fix' of nicotine rather than a leisurely smoke.

Tobacco advertising was banned in 2003, followed by promotions, direct marketing and sponsorship a year later.

The Department of Health (DoH) is proposing plain packaging and a bigger minimum pack size to deter children from taking up the habit. Brand names would be required to be printed in a standard font, colour and size. The DoH is also recommending that cigarette displays and vending machines be banned.

John Noble, director of the British Brands Group, claimed the proposals would restrict brand-building. 'Making all products look the same will reduce consumer choice and weaken competition,' he said.

The tobacco industry in the UK is worth £12.6bn a year, according to the Tobacco Manufacturers' Association. Cigarettes account for 91% of this. In 2006 Imperial Tobacco had a 46% share of the market, followed by Gallaher with 39%, Philip Morris 8% and British American Tobacco 5.5%.

Comments

Alison Heathcote - 18/09/2008

As the major cigarette companies are "focusing on pack design" would now be a good time to suggest that they include a cigarette butt bin built in to each pack? This invention by Barry C Ross of Tasmania will greatly reduce the bad feeling created in our society by the thoughtless disregard which some smokers have for our environment. Cigarette litter is the worst litter problem throughout the world. If some smokers could be re-trained to take their butts home in the same fire-proof odourless packaging which they carry all the time surely the world would be a better place. Some considerate smokers and all non-smokers would appreciate the cigarette companies taking some responsibility for this scourge of our environment - cigarette litter. For further information please contact Alison Heathcote at wastewarriors@yahoo.com