News analysis

Canada: a new angle on packs

D Hammond

University of Waterloo, Ontario, Canada; dhammond@healthy.uwaterloo.ca

The first 150 words of the full text of this article appear below.

Point-of-sale marketing is among the most widespread and effective forms of tobacco marketing, particularly in countries such as Canada where other forms of tobacco advertising are prohibited. It is therefore not surprising that tobacco companies continue to search for ways to increase the salience of package displays and other forms of point-of-sale marketing.

Imperial Tobacco Canada, a wholly owned subsidiary of BAT and the largest tobacco manufacturer in Canada, has recently added a new twist to retail displays. It has begun marketing du Maurier, one of Canada’s leading brands, in octagon-shaped packages, with angled edges on the front and back of the package face. After a limited release in the province of Ontario in June 2005, the new packs are now being introduced across the country.

Jeff Guiler, vice-president of marketing for Imperial Tobacco, explained that the new shape was a way to attract consumer attention in a market with . . . [Full text of this article]

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