Janoschka magazine_Linked_V2_2017

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10 i n s i g h t s Glitz and Glamour for an old Girl Gold and silver, inks and lacquers, embossing and debossing – there is room for refinements even on the smallest area. From time immemorial, the barely 8.5 by 5.5 centimetres of a standard packet of cigarettes have been used perfectly to attract the attention of the buyer, to inspire their imagination and to promise them unforgettable pleasure. Packets of cigarettes transport the brand image and are, with that, the key factor in the purchasing decision.
issue #2 © l i n k e d 11 “We sell a lifestyle – the motorbike comes free!” With this aphorism, Harley Davidson sums up its own brand history in a nutshell. A principle that applies to every carefully well-kept brand – and especially to cigarettes, too. They differ from their competitors more strongly than most other products due to their image. Even more: the image is part of the product, the core business of the marketing. However, for ten years now, most types of advertising for tobacco have been banned in the EU. So what does a marketing department do when it may no longer advertise? When spots on TV and the Internet as well as advertisements in print media are not allowed? Without advertising, they no longer have the material, out of which they created their advertising world before. Without advertising, every cigarette is just the same.
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