Jump to full article: Fast Company, 2009-10-22
Author: Lucas Conley
Intro: "As marketing restrictions become stronger the pack becomes the best marketing tool," Hammond says. "When the words come off the pack, the industry relies on colors to a greater extent then they used to."
For example, Pall Mall recently removed descriptors like "full flavor" and "light," relying entirely on the color of the pack and the names of colors to identify each flavor.
"Of course, brands have always used colors," Hammond says. "The so called strengths of brands are aligned with the strengths of colors, and many smokers use colors as an indicator of risk. For example, red is perceived to be stronger than blue."
In other words, as the flavors get "lighter," so the do the colors. . . .
"Orange is a very interesting choice," Bansal-Travers says. "No other brand I can think of uses orange as a cigarette pack color, but orange is certainly the lightest that PM uses, creating a spectrum of color and trying to equate that with the spectrum of risk."
Primary design changes: Flavor descriptors, such as "Filter" and "Light," have been dropped, replaced with the names of colors.
Secondary design changes: The phrase "Famous American Cigarettes" has been moved to the bottom. While the logo and Latin phrases "Per aspera ad astra" ("Through hardships to the stars") and "In hoc signo vinces" ("By this sign you shall conquer") remain, the phrases "KING SIZE BOX" and "Wherever particular people congregate" have been removed from the front of the boxes.
For its Salem brand, manufacturer RJ Reynolds has changed the coloring of the packs and the descriptor terms.
Jump to full article » |