Janoschka magazine_Linked_V2_2017

12
i n s i g h t s
a clear statement –
always there
In order to safeguard their market share, tobacco
concerns rely more than ever on the packaging as
the most important component of their marketing
strategy. This means that cigarette packets take
on crucial communication tasks alongside their
packaging function: tobacco manufacturers convey
their essential brand message on the packet.
Colour symbolism and design have a great role to
play. The little box takes on a big task: it expresses
desires and links these to the brand.
Furthermore, the smoker uses them to speak –
without words: whoever smokes, carries a packet
of cigarettes around with them the whole day,
holds it in their hands many times and promotes
the brand constantly. The box is almost a part of
the smoker’s outfit and reflects their personality.
As it flies with a casual flick of the wrist onto the
table of a bar or a club, it emits a visible “statement”
for everyone to see – unmistakably personal
and familiar.
miniature works of
advertising art
The tobacco companies employ the cleverest
designers to fulfil the need for image of as many
and as varied people of different cultures as possible.
The result is appealing designs with a wide
spectrum of motifs: from golden bats to butterflies,
ladies in golf outfits or with rakish feather
hats, from sailors to Flamenco dancers. Indeed,
even skeletons have been seen on cigarette
packets – long before warning labels became
compulsory.
Striking motifs on the smallest of areas require
the designers to be creative. Their application
makes exceptionally high demands on the
printing as on the finishing. They are a driving
force behind innovative developments in the
technology.
Lacquers are currently fashionable and are gaining
increasing importance. Across the partial or
whole surface, they bring subtle contrasts onto
the packaging. Textured lacquers, together with
matt areas and metallic paints, create the impression
and feel of a racing car’s interior, while
others achieve the appearance of elegant snakeskin
leather.
This cigarette packet is a statement of elegance:
as elegant as a lady’s handbag – snakeskin in discreet colours.