Archive for the ‘JPS’ Tag
Lucky Strike inanities persist
As observed in my previous post on not-so-Luckies, the current campaign shows an unattractive packet of cigarettes with some silly statement that one is meant willingly to waste time with. So, here (left), something like “make a compliment. Simply. A stranger.” Oh yes! That is what cigarettes do for you. Only smoking strangers are willing to share your lethal habit and smell like an ashtray.
Let’s try another one (right). “Newly fallen in love. In 11 minutes. Offline…” I’ve no idea 
with that one. 11 minutes to smoke and fall in love with those that you have previously complimented in the cold and wet smoking shelter provided by your employer?
Thank goodness for JPS (left). Really simple until…one looks closer and there is a picture of one of the earlier advertising posters with those lovely young people slowly killing themselves whilst waiting to get into a festival of some kind. Interesting.
Summer 2019 cigarette advertising, Germany
Filed under: Cigarette advertising, JSP | Tags: Camel, JPS, Winston
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The current crop of cigarette billboards in Germany are interesting. JPS continues its “death is better value than you might think” campaign (left, apologies about the shadow; confirms it is summer, I suppose). JPS is a curious brand that seems not really to know what it stands for. For example, elsewhere in this blog are examples of JPS and young creative people as well as JPS innovative packaging.
Then there is Winston. Not a regular high-street advertiser, but when it is there, one wonders about the
campaign managers. The latest, “for short journeys, for long journeys” is particularly fatuous. That aside, the packaging now carrying acute warnings about the effects of smoking on health seems to suggest that blindness is a badge of honour. Maybe, another interpretation from the one probably meant, blindness is the short journey and the longer journey is death? Especially if one goes for the bargain 36 cigarettes for 10 Euros?
By contrast, Camel persists with the primary colours campaign (seemingly the “Let’s Camel” campaign) and has moved away from the “Do your thing” nonsense. So, Camel eschews the health impacts by focusing on the top of the package. The tagline seems pretty meaningless “spontaneously simply ride into the blue” – rather literal, I know, but it sometimes works with German. In line with Winston and JPS, there are 35 cigarettes for a tenner.
I found another example of this campaign on one of those circular billboards which
point out to the road. These can be hazardous to photograph for obvious reasons.
So this one (right) tells us that it really really tastes good. Having never smoked, I cannot vouch one way or the other for this claim. It is still deadly. Echt!
All a bit quiet on the cigarette advertising front
Despite my best efforts with my blog – posts about politics, art and travel – it is the cigarette advertising that brings in my readers and 
sparks interest. It seems, in particular, that Germans are the most curious about my posts, even though all of the examples are free to be seen in any German city.
Of late, the billboards have been few in number, and when they do appear they are boring as anything. The latest JPS (left) is a case in point. “Maximales Vergnügen” translates literally as “maximum pleasure (in death)”
Then there is “Passt Perkfekt ins Jetzt” (right) sort-of Perfect Fit now? And this “compact” innovation. That is interesting. Does that just mean it is narrower because it seems to be cheaper than “Maximales Vergnügen”?
There is, however, a new kid on the block, as it were (left). The no batteries needed, of course, refers to the considerable competitive challenge coming from e-cigarettes. And whilst I do not like the latter – users fail to appreciate that the vapour that they produce smells and has emanated from their mouths. It is also voluminous (I am sure this is deliberate on the part of the manufacturers and is unnecessary for the efficient delivery of nicotine). Users Blythely inhale and exhale with no 
care at all for anyone behind them who gets a face full of the stuff. I almost prefer the real thing.
Anyway, not only are batteries not needed, but users get American Spirit. New to me. Looking forward to more genius straplines from this brand and its marketers. And here’s me thinking the Germans were in hock to Russia!
JPS identity crisis
Filed under: Cigarette advertising, Uncategorized | Tags: JPS
Leave a comment John Player Special is trying to knock us over with its striking new campaign, Make your Day. There’s a lot of red. It is supposed to “fit in”, as the strapline indicates. Because it is compact! What is a compact cigarette? More tobacco? If so, the bit they do have to put on the poster “Rauchen ist tödlich” is as fitting as ever. Deadly.
Autumn 2017 cigarette advertising in Germany
In recent weeks, the advertising territory has been completely owned by Gauloises. Indeed, Gauloises’ current campaign draws on the company’s favourite advertising theme, semi-naked women (left). I think the scenario is something like this – two women out for the night but have not had time to get ready because they work hard. So they bring their stuff with them and get changed in the taxi or some other vehicle. Whatever, they turn out brilliant.
However, JPS is back with a bunch of ultra-annoying 20-somethings (2/3 bearded men) sat on the roof – because they are so antisocial that they are not allowed inside – thinking up cool 
business ideas (presumably). A couple of laptops to symbolise work/creativity. One of the bearded men can do laptops and smoke simultaneously. Both the women are smoking but they don’t have laptops (men’s work?). The two other blokes are sockless, one of whom seems to be able to do amazing things with stools. I say no more.
Actually, I love the positioning of the poster next to a no-smoking sign!
German cigarette advertising update – early summer 2017
Not a huge amount to report on the cigarette company campaigns. No attractive young people having their lives ruined. N
ot consciously, at least. That said, one cannot get over the sheer cleverness of the campaign managers with their slogans. Take Lucky Strike, for example. Urlaub Eingereicht – holiday secured, if my translation works. Cause for celebration and anticipation? Hold on. Am 1. Arbeitstag. Not so good. A working holiday, maybe? At least we have Luck Strike. The hashtags seem to refer to the taste of the cigarette – icecold and, for want of a better word, persistent?
Then there is Jeanshemd Getragen. Zur Jeanshose (right). I think for this one, it is too subtle for me. Literally Demin shirt worn. To Jeans trousers. Double denim or long shirt not needing trousers? Whatever it means, the product is deadly, icecold or not.
Finally, JPS are sticking with the big packs. 10 Euros gets you 39 cigarettes in a megadeath box. Sorry, megabox.
Be informed 
