Source: Waqar Ahmed
Cigarette packaging has always been an important aspect of this high profile business. There are certain characteristic which are always associated with its distinct brand image. Packaging is one of the crucial aspect through which the reflection is transmitted towards the society in which the smoker is socializing. For some products, packaging is discarded always, but when it comes to cigarette product, packaging is always kept with the user until the pack is entirely consumed. During the consumption, it gets opened in public, placed on meeting tables, sliding down the pockets, shared with colleagues. Smoker will never appreciate the idea of getting embarrassed in front of anyone just because of the low profile packaging of cigarette. Regardless the price of product, smoker will always want a perfect brand image reflection towards the society. john digianni, cigarette package designer says that cigarette packaging is the part of clothing, which ultimately plays very crucial part when you dress up for corporate meeting or just next door gathering.
It is researched and believed that cigarette brand choice is made at the early age. Once the brand is selected it is very unlikely to switch from one brand to another. Less than 10 percent of smokers change cigarette brand annually. At early age, smokers give a try to every brand, once they get clicked by one taste; their adherence remains same throughout the life span. In this highest consumer loyalty segment where choices are made at early ages, making them to switch brand is a very tough target, especially when advertisement is restricted and de marketing policies are being implemented by government. In such case, packaging is the most valid and workable tool for an advertiser to stimulate the mind of smoker.
Most important and primary part of cigarette packaging is to drive the attention of smokers towards its product among dozens of products on shelves of super market and shops. Not only to attract mature smokers but early age aspiring age smokers can be derived towards your brand if the packaging appeals them to try it once at least. This first sight persuasion is only created through well crafted and best articulated packaging of cigarette brand. It should contain all the important factors which smokers are seeking to fulfill their emotional as well as physical desires. Menthol cigarettes, slim cigarettes, super slim cigarettes, color of cigarette, every factor gives a distinct message which ultimately stimulates the desire of smokers leading towards purchase decision.
Kent convertibles were introduced by Kent Brand, which was followed by others gradually. Vandermeulen was involved in this design of cigarette, for which he is proud of. These specially designed cigarettes contain the menthol or other flavored ball in filter, once you press the filter, it starts giving the flavor while puffing. That was just an ordinary tobacco cigarette earlier. Vandermeulen says that need and demands are derived from consumers, decisions should come from their needs and demands. For this purpose you need to do research and stay a step forward from your consumers, make them realize their needs before they make you realize their needs. While taking decision, do not look your competitors, rather listen to your consumers, otherwise you will end up with zero innovation in your product.
Most common points where smoker can get cigarettes easily are convenience corner shops, vending machines or airport stop shops. When you have a huge tray of cigarette brands shouting a purchase call on the display, packaging has its own voice pitch while can control the gesture of smokers to try your distinct packed brand. So to stand out of box, make your box to stand out.
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