Sorry, had a bit of a break there. Work. Being freelance is great but does mean that it's not so easy to predict your working day.
Interesting developments afoot in the world of Big Tobacco. This article here tells it all. There is pressure on governments to restrict tobacco companies to plain packaging, or to limit their options when it comes to packaging. One thing that the convention taking place in Durban at the moment wants to definitely curb is the use of colours to depict the strength of cigarettes, as it implies semiotically that green for example is healthier than red!
I find this fascinating, if only because one of the principles that I have upheld in my life as a market researcher and advertising planner is that I won't do work for tobacco. As I said to my mates, nothing more genuinely interesting than trying to find that insight that would really work to sell tobacco again, but not an insight that I want to be found.
If this comes through, we will finally see the power of the product, as there won't be any packging or brand to speak off. To what extent will a premium cigarette really be recognised as being premium? It's like the Pepsi test gone wild. And it would be great.
Semiotically of course cigarette companies have been really clever for ages. Any Brit who grew up in the UK in the 80s will remember the Silk Cut ads, which were simply witty and brilliant and ended up not showing the brand at all.
The other thing that could happen is that the companies have to put more graphic pictures on their packs. Also not a bad thing. The first time I saw this in Canada I almost threw up. It worked for me.