Archive for the ‘JPS Blue’ Tag

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.

JPS does blue

I’m back in Germany for the first time in a month. I was not sure what I would find on the cigarette advertising front. Dominant at the moment seems to be JPS’s push into blue (a common colour used by e-cigarette manufacturers and mellow brands). The strapline says something like “enjoy without compromise”. Reading between the lines, does that mean it is not actually as good a proper killer cigarettes? This guy has a fantastic smokers’ cough! “Funky taste of dirt and hay”, he says. Twice. Whilst this review is priceless. I suspect he is not going to review cigarettes for a living any time soon. In fact, JPS have probably had a word with him already. Or at the very least given him a few packets of more potent “coffin sticks” to see  him off quicker.

I note that the current advertising approach where packets are the focus, the camera is angled to avoid the nasty graphic the manufacturers have to put on the front these days. This leaves the important branding visible. Still outrageous to see on street advertising.