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Brands without Branding

Australia is banning all “industry logos, brand imagery, colours and promotional text” on cigarette packaging. Each pack will feature “pictures of diseased body parts, sickly babies and dying people” instead. It’ll be interesting to see what happens to the landscape. Will people stop smoking fancy brands because you don’t get any of the brand ruboff when you pull out a pack? Will the cigarette companies just brand the cigarette itself way more?

[Via Nick Parish]

November 21, 2011 // This post is about: , , , ,

Comments

  • ed lee says:

    i believe it was martin lindstrom in buy-ology who brought up this example where the rougher, the dirtier, the grimier the imagery used on cigarette packages – the more it triggers dopamine and the more people ask for it by description. “give me the one with the really blackened lungs”

  • Social Media Experts | Google Alert – Branding says:

    […] Brands without Branding | Noah Brier dot ComWill people stop smoking fancy brands because you don't get any of the brand ruboff when you pull out a pack? Will the cigarette companies just brand the …www.noahbrier.com/archives/2011/11/perc_168113395/ […]

  • Rob Day says:

    Besides the fact that I fundamentally disagree with this kind of government interference (where does it stop? Chips can only have obese people?), I love this particular debate in terms of marketing and it comes up again and again.

    What’s really cool is how restrictions like this just force creativity – they don’t change the narrative. Box within a box? Promotional reusable cig pack sent to smokers to hold their smokes after purchase? I presume both would skirt the law and only bring into conversation the at-shelf experience.

    Color coded boxes? Matte/gloss finishing? Who knows? But as Ed alludes to, it doesn’t alter the behavior as one might expect and it does’t solve the problem.

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