The welcome return of a pack of 20

It is not entirely clear why cigarette advertising in Germany has been absent for most of the year. Obviously the pandemic has been significant – fewer people out-of-doors to see the posters. The marketing of e-cigarettes, too, is part of the story. The new modes of delivery are often owned by the same companies and the campaign budgets are being redirected.

So, it was a absolute delight – and surprise to see that Gauloises, the French brand owned by Imperial Tobacco – back on the streets. And what is more, still marketing under the Vive le Moment tag. And normal packets, too.

Of course the poster is the tried-and-tested. An attractive young woman (not yet with the mouth ulcers, discoloured teeth and diseased skin) sits with her feet up in a yard to an urban apartment – in Paris obviously. She is holding a cigarette that has just been lit. The tagline is “Für Momente, die dir gehören” – roughly translated as “for the moments you own”.

Classic advertising. But I tell you, for those moments, my thoughts do not turn to products that have a concentration of toxic chemicals in them. With the virus around there is enough trying to kill me without cigarettes adding to it. Or is it that the relatively young, need a helping hand with this death thing as the virus does not seem to be enough? 

1 comment so far

  1. Asher Rospigliosi on

    Dark but enjoyable “Or is it that the relatively young, need a helping hand with this death thing as the virus does not seem to be enough? “


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