News analysis
Size does matter
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Last year a coalition of public health groups succeeded in convincing the Australian government to end the country's historic system of taxing cigarettes by weight and to replace it with the near-universal practice of taxing per stick. There were considerable financial benefits to government in switching to a stick-based system, although the federal treasurer announced the decision as being health-based. The weight-based system had produced a situation where the three tobacco companies reduced the size and weight of cigarettes to fit them into a variety of pack sizes (20s, 25s, 30s, 35s, 40s, and 50s) with considerable variation in price per stick allowing them to target low-income groups, including children.
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With point-of-sale (in-store) advertising being all that remains in
Australia, one company
the BAT-owned WD & HO Willsis attempting to
continue the "size matters" pitch to its customers. With its
advertising agency drawing on the most subtle double entendre, the
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