February 6th, 2006
Cigarette brands enjoy the highest brand loyalty of
all consumer products, with less than 10% changing
brands annually. brand choices are usually made
early during the life of a smoker, with a high
concordance between the brand first smoked and
the brand eventually selected as a usual brand.
thus, once a consumer embraces a cigarette brand,
it is quite unlikely that they will change.
when there is less opportunity to establish brand
imagery through traditional methods of advertising,
as is increasingly becoming the case as advertising
restrictions come into force, packaging plays a more
important role in establishing and driving brand image.
the primary job of the package is to create a desire
to purchase and try. to do this, it must look new
and different enough to attract the attention of the
consumer.
what roles do colour, pack size, and pack construction,
for example, play in influencing potential consumers -
especially starter smokers, but also other subgroups
of consumers - to select one brand over another?
what role does packaging play to maintain brand choice
against increasing concerns about smoking health risks?
via designboom.com
( more pack design )
Designed by ![[info]](http://p-stat.livejournal.com/img/userinfo.gif)
chasethestars
chasethestars