Janoschka magazine_Linked_V2_2017

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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.
issue #2 © l i n k e d 13 James Dean, Yves Montand and John Lennon – yes, even James Bond: they are anchored in our collective memory with a cigarette in the corner of their mouths. However, they are not just simply “smokers”: they are closely linked to particular brands.
Page 1: t h e p r e p r e s s m a g a z i n
Page 4 and 5: 2 c o n t e n t index issue #2 10 1
Page 6 and 7: 4 i n s i g h t s where walls speak
Page 8 and 9: 6 i n s i g h t s On a Roll In the
Page 10 and 11: 8 i n s i g h t s Never too late fo
Page 12 and 13: 10 i n s i g h t s Glitz and Glamou
Page 16 and 17: 14 i n s i g h t s A short history
Page 18 and 19: 16 f a c e t o f a c e
Page 20 and 21: 18 f a c e t o f a c e Team effort:
Page 22 and 23: 20 f a c e t o f a c e It´s in the
Page 24 and 25: 22 k n o w l e d g e & c o m p e t
Page 32 and 33: 20 63 30 n e t w o r k & p e o p l
Page 34 and 35: 32 n e t w o r k & p e o p l e you
Page 36 and 37: 34 n e t w o r k & p e o p l e prin
Page 38 and 39: 36 n e t w o r k & p e o p l e The
Page 40 and 41: 38 n e t w o r k & p e o p l e The
Page 42 and 43: 40 n e t w o r k & p e o p l e Comp
Page 44 and 45: 42 n e t w o r k & p e o p l e japa
Page 46 and 47: 44 t o t e l l t h e t r u t h Swab
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Janoschka magazine_Linked_V2_2017

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