The Future of Brands campaign by Benson & Hedges, Silk Cut and JTI The Future of Brands campaign by Benson & Hedges, Silk Cut and JTI
The Future of Brands campaign by Benson & Hedges, Silk Cut and JTI The Future of Brands campaign by Benson & Hedges, Silk Cut and JTI
The Future of Brands campaign by Benson & Hedges, Silk Cut and JTI The Future of Brands campaign by Benson & Hedges, Silk Cut and JTI

What is a brand without its packaging?

19 : 05 : 2017 Advertising : Branding : Food

UK – As of 21 May 2017, cigarettes and rolling tobacco will be housed inside unbranded, olive green-coloured packaging.

The government-led initiative, which is expected to be adopted by other countries around the world, has sparked a global debate on how certain products will be marketed in the future. Benson & Hedges, Silk Cut and Hamlet owner Japan Tobacco International (JTI) has launched a campaign to envisage the effect of the initiative on the alcohol, soft drink and confectionery sectors.

‘[The campaign] is a wake-up call to the food and drink sector to let them know that they are next in line for extreme regulations,’ Jonathan Duce, head of external communications at JTI, told Campaign.

The Future of Brands campaign comprises an exhibition and interactive website that are styled after an abandoned circus, which serves to highlight the counterintuitive nature of the initiative, according to JTI. It was launched at the International Food & Drink Event 2017, and the company plans to present it at other trade shows in the future.

The Big Picture

  • Industries that are at odds with the growing demand for health and wellness initiatives need to think creatively in order to survive. Read our Backlash Brands macrotrend to find out more
  • It is crucial for brands in the soft drink, alcohol and confectionary sectors to consider the effect of similar government regulations