Cool in the heat of the summer – JPS gegen Lucky Strike

It is the summer of cool in the world of cigarette advertising in Germany. JPS has got this Blue Stream nonsense. Blue in cigarette packaging is usually menthol, i.e shite. So it looks like they are trying to market a rubbish cigarette type as taste without compromise (presumably this blue stuff usually entails compromise on taste). So, there’s this new filter, a rounded taste, whatever a rounded taste is, and less smoke – a kind of smokeless cigarette, similar to smokeless fuel introduced in the UK in the 1950s to combat smog.

The second variation on this product has the strapline “Die hat es in sich”. I am not sure this translates very well…”it has it in itself”? Up itself, perhaps?

The Lucky Strike blue campaign really thinks it is clever. Here we have the strapline that translates as “take the dog for a walk without the dog”. Stunning.

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