The government is making escalating efforts to warn smokers of the fatal consequences of cigarette smoking. Today we see the pretty dramatic scene on the packages which the government hopes will spread the message. Although I believe (strictly my opinion) this is a "gimmick" to make the masses think that our government cares. People already know the truth about cigarettes, overeating, alcohol and other actions that are harmful. You don't need a picture of blood and brains on the ceiling to realize how dangerous guns are.
Based on my observations I was wondering why all of the sudden the graphics on cigarette packs are changing every month. Ok we cannot advertise about tobacco sales, so what can our poor marketer do? Packaging has been used for brand building and sales expansion however unlike other products where one might be successful in making a sale based on good impactful advertising or brilliant packaging (convenient size, shape or just the right colour and graphics) cigarette sells itself solely on its tobacco blend. People’s preference towards a particular brand is mostly based on their preference and liking towards the taste. Price sensitivity is another issue but not the point of discussion here.
Earlier it was mostly "plain packaging". Plain packages increase the visibility, brand recall, and credibility of warning labels. Whilst I don’t dispute the effects of branding but the idea of changing graphics on packages though look lame to me, actually seemed appealing to others. Some even out of curiosity ask for the pack to have a proper look. But never did I witness change in preference because of the package. The only place where brands can showcase itself is probably retail shelves. With rows and columns stacked with multiple brands and blends available, the way a customer will recognize its brands availability will be through the look of the package. Like for example, Wills classic regular in all red, milds in white n red, ultra milds in silver and gold flake in gold (off course what else). In a country like India, cigarettes are available in packs and loose pieces as well. A customer walks into a cigarette shop or a local tea stall and his eyes browses through the rows of display. He spots his brand and viola! Makes his purchase. Incase he is unable to spot it, he will ask for it to the shop owner in doubt (or move on to the next shop/stall.. no dearth of vendors in India)The point here is that Packaging has some influence on behaviour. If you think that changing the look of the packets will make any difference at all to the demand for cigarettes, you are fairly mistaken. But yes you are offering a refreshing new package once in a while, giving a new feel of using the same product to the customer. On a personal note, I believe the customer would still like to have its stick coming out of a pack that’s been the brand image for long.
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