News analysis
France: packaging is kids stuff
| The first 150 words of the full text of this article appear below. |
Tobacco control advocates awaiting implementation of the EU tobacco
control directive are wondering which ways the tobacco industry will
most frequently try to cheat on the advertising ban. One method may be
to use the cigarette pack more creatively. Advertisers have said that
the pack can be a highly potent advertisement, so it would hardly be
surprising if the creative geniuses of Europe's advertising and design
agencies were hard at work in their studios experimenting with pack
designs. If the pack is all that is left, then why not give it
everything they have got? As they themselves might say, the pack alone
will be left to "communicate the essential brand characteristics"
to potential customers, especially "young adult smokers"
including
the all important "starters", as children were called in those
halcyon days when the advertisers thought only their colleagues would
see their internal memos.
French health advocates recently got a
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