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12:24, 2007-Aug-13
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Cigarette packaging is no exception. In the case of cigarettes, however, packaging is even more critical for several reasons. Firstly, unlike many other products where the packaging is discarded after opening, smokers generally retain the cigarette pack until the cigarettes are used and keep the pack close by or on their person. Thus, cigarette packs are constantly being taken out and opened, as well as being left on public display during use. In this way, cigarette packaging can act as an advertisement. A previous front cover of this journal and accompanying cover essay underlined the importance of cigarette packs as advertisements for cheap cigarettes, especially in the face of advertising restrictions.5 This high degree of social visibility leads cigarettes to be known as "badge products". The use of a badge product associates the user with the brand image, giving the user some of the identity and personality of the brand image. One cigarette package designer, John Digianni, states: "A cigarette package is unique because the consumer carries it around with him all day . . .it's a part of a smoker's clothing, and when he saunters into a bar and plunks it down, he makes a statement about himself."6 When a user displays a badge product, this is witnessed by others, providing a living testimonial endorsement of the user on behalf of that brand and product.
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