Archive for the ‘You Decide’ Tag

The 65 per cent rule

Plain cigarette packaging in AustraliaFinally, cigarette packets in the UK will look like this once the current stock has been sold! Brands will no longer draw in users. Only nicotine and addiction.

However, readers of this blog know only too well that in Germany, cigarette advertising continues for inexplicable reasons. But it is about to change considerably. The 65 per cent rule comes from the European Commission and states that 65 per cent of any cigarette packet must be covered with warnings about the lethality of the contents in all member states. So, take Marlboro, with it’s You Decide campaign (right).20160503_072655 The campaign posters and the packet is all about the brand. Currently, about one-third of the packet contains the warning Rauchen kann tödlich sein (smoking can be deadly). So, that warning will have to be doubled on both sides. How much room left for the brand? We’ll see how the advertising responds to this challenge. At the moment, there are no new posters on railway stations or on the side of the roads to evaluate!

Marlboro’s You Decide goes raddled old man

20160331_183858 Naturally I thought the point of advertising was to sell products. So, use beautiful people doing interesting things in the sunshine. Clearly, I am no marketeer. However, I need some guidance on the logic of Marlboro’s latest use of a raddled old man lighting up a cigarette (left). As for the strapline, will the world care what your name was (assuming he does not have too much life left in him)? No idea!

Marlboro has another You Decide poster current (right). This is more like it. Handsome, fit, bearded man with20160331_184704 cigarette looks into the camera. Another seemingly meaningless strapline, ‘Will you stay real’? ‘Will you turn into the raddled old man?’ strikes me as being more appropriate.

You Decide, the new Maybe

20160312_170306A few weeks ago Marlboro started posting up their blank You Decide. posters (left) in that marketing ruse to spark interest. You Decide. what? An urban mystery that is compelling. The next installment is then eagerly anticipated.

The theme is now developing well across Germany and  presumably other territories wheredownload_20160326_101048 cigarette advertising is still permitted. Here are two examples. First, we are asked “Is up the only way?” in hand-written red letters. An image of a mature blond-haired woman accompanies the slogan.
download_20160326_100853Men, by contrast, are asked “How far is enough?” in similarly fonted writing. The man is modern urban figure courting a beard and sitting on what seems to be a wooden box.

OK, this is an unfolding narrative. There are more to come, for sure. Though, let me re-iterate, there is only one direction for smokers and this point is far enough. Quit.