Plainly Powerful Packaging - Marketing Objectives of Cigarette Pack Design

Research output: Chapter in Book/Report/Conference proceedingConference Paper published in Proceedingspeer-review


This paper examines the role of pack design in cigarette marketing. Rather than using primary research it relies upon historical, as well as contemporary, publicly available tobacco industry reports and data. These secondary sources allow the specific marketing objectives of cigarette packaging design from the tobacco industry perspective to be established. The findings debunk the myth that ‘plain packaging won’t work’ being promoted by tobacco companies in relation to Australia’s proposed 2012 plain packaging legislation and reveal their expertise in using pack design as the critical element of their marketing mix.
Original languageEnglish
Title of host publicationANZMAC 2011 conference proceedings
Subtitle of host publicationMarketing in the Age of Consumerism : Jekyll or Hyde?
EditorsMartin MacCarthy, Dale Sanders
Place of PublicationPerth, WA
Number of pages10
ISBN (Print)9780646563305
Publication statusPublished - 2011
Externally publishedYes
EventANZMAC Conference 2011 - Perth, Australia
Duration: 28 Nov 201130 Nov 2011


ConferenceANZMAC Conference 2011


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