Advertisements in FMC (Fine Manufactured Cigarettes) Category
Many forms of tobacco advertising and promotion are prohibited, including advertisements on domestic TV, radio, print media, billboards, point of sale advertising and product display, direct targeting of individuals, and retailer incentive programs. Most other forms of advertising and promotion are allowed. There are some restrictions on tobacco sponsorship and the publicity of such sponsorship.
The Ministry of Health has issued one warning message which contains both a picture and text that must be placed on all cigarette packs. The warning must occupy 60 percent of the pack and be placed on the front top of the pack in Urdu and on the back top of the pack in English. However, health warnings graphics are not required on smokeless tobacco products.
https://www.tobaccocontrollaws.org/legislation/pakistan/summary
How are companies communicating with these restrictions?
We have seen over the last decade that promotional activities of traditional cigarettes have been limited due to legal restrictions. With little room, tobacco companies have to be very effective with the campaign that they can run.
We have also seen in more recent times that campaigns are mostly run via pack inserts i.e., a small ticket inside the pack which can be seen once the pack is opened. In addition to pack inserts, companies are now launching different LEPs (Limited Edition Packs) to keep smokers engaged. While from the price point, we can still see price boards at the shop telling smokers prices of the pack.
However, for the smokeless tobacco/ nicotine products there is still a grey area which has allowed the industry to run different campaigns. One example from Pakistan’s market is the Velo Sound Station.
Advertisements in FMC (Fine Manufactured Cigarettes) Category
Many forms of tobacco advertising and promotion are prohibited, including advertisements on domestic TV, radio, print media, billboards, point of sale advertising and product display, direct targeting of individuals, and retailer incentive programs. Most other forms of advertising and promotion are allowed. There are some restrictions on tobacco sponsorship and the publicity of such sponsorship.
The Ministry of Health has issued one warning message which contains both a picture and text that must be placed on all cigarette packs. The warning must occupy 60 percent of the pack and be placed on the front top of the pack in Urdu and on the back top of the pack in English. However, health warnings graphics are not required on smokeless tobacco products.
https://www.tobaccocontrollaws.org/legislation/pakistan/summary
How are companies communicating with these restrictions?
We have seen over the last decade that promotional activities of traditional cigarettes have been limited due to legal restrictions. With little room, tobacco companies have to be very effective with the campaign that they can run.
We have also seen in more recent times that campaigns are mostly run via pack inserts i.e., a small ticket inside the pack which can be seen once the pack is opened. In addition to pack inserts, companies are now launching different LEPs (Limited Edition Packs) to keep smokers engaged. While from the price point, we can still see price boards at the shop telling smokers prices of the pack.
However, for the smokeless tobacco/ nicotine products there is still a grey area which has allowed the industry to run different campaigns. One example from Pakistan’s market is the Velo Sound Station.
Effectiveness of available communication options
Pack inserts are usually low cost and effective because of being highly targeted in nature helping brands increase their Loyalty. A Harvard Business Review says that a 5% increase in customer retention could lead to an up to 95% profit increase. It is therefore vital that sellers take advantage of all the tools that they have at their disposal to retain customers.
Pack inserts are also very effective in generating awareness about a change or new product to be launched.
https://www.retain.me/blog/the-ultimate-guide-to-packaging-inserts
Limited-edition cans create a sense of exclusivity and prestige, which drives sales. Limited-edition designs add extra value to products because they become collector’s items (especially when they have a unique design). Special edition packaging can solidify a long-term connection with your customers. Limited-edition packaging brings excitement to an old product and keeps users engaged.
Limited edition pack design provides brand managers with the options of relating the brand to some triggers that might be of interest to target audience and hence can improve equity. For instance, Heinz used a can design from 60 years ago for a link with Fortnum & Mason, where its beans were first sold. It drove huge PR value and brand equity
https://theuniquegroup.com/why-limited-edition-packaging-works/
Effectiveness of available communication options
Pack inserts are usually low cost and effective because of being highly targeted in nature helping brands increase their Loyalty. A Harvard Business Review says that a 5% increase in customer retention could lead to an up to 95% profit increase. It is therefore vital that sellers take advantage of all the tools that they have at their disposal to retain customers.
Pack inserts are also very effective in generating awareness about a change or new product to be launched.
https://www.retain.me/blog/the-ultimate-guide-to-packaging-inserts
Limited-edition cans create a sense of exclusivity and prestige, which drives sales. Limited-edition designs add extra value to products because they become collector’s items (especially when they have a unique design). Special edition packaging can solidify a long-term connection with your customers. Limited-edition packaging brings excitement to an old product and keeps users engaged.
Limited edition pack design provides brand managers with the options of relating the brand to some triggers that might be of interest to target audience and hence can improve equity. For instance, Heinz used a can design from 60 years ago for a link with Fortnum & Mason, where its beans were first sold. It drove huge PR value and brand equity
https://theuniquegroup.com/why-limited-edition-packaging-works/