Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.
Will this new tobacco legislation hit SA? Kellogg’s tries to make women feel good about losing weight; Jacobs coffee takes to the skies with Mango; and Chivas turns to CID to provide a window on their displays…
No smoke without fire
Australia’s decision to introduce a law that requires tobacco companies to sell their products in plain packages has caused a lot of controversy and speculation on if these new rules will eventually filter through to South Africa.
This law has major ramifications for tobacco companies and Rachel Sikwane, an associate at ENS (Edward Nathan Sonnenbergs), helps decode the implications.
The Tobacco Plain Packaging Act 2011 of Australia came into effect on 1 December 2012. The new law requires all brands of cigarettes to be sold in identical olive green packs featuring graphic images of mouth ulcers, gangrene and other consequences of smoking – these health warnings must cover 75% of the front of the pack and 90% of the back. The brand name (without the logo) and the variant (like menthol) may appear on the pack, but only in very small print.
The pictures are disgusting and may discourage any and all shopping, let alone cigarette purchases if those packs are displayed in store!
New Zealand has also indicated that it will follow Australia’s lead and pass plain packaging legislation. An Indian MP has announced that she will be putting forward a private member’s bill for plain packaging legislation in India, and the South African government has made it clear that it wishes to introduce similar legislation, says Sikwane.
“The tobacco industry in South Africa has already given a very strong indication that it will challenge any such legislation in the Constitutional Court. The tobacco companies are likely to argue that a law requiring them to use unbranded packs contravenes the Constitution, which says that no-one should be deprived of property, and that in the case of an expropriation compensation must be paid.
“In support of this they will argue that – because such legislation will prevent them from using their trademarks and because the law says that a registered trademark that isn’t used for five years is vulnerable to cancellation – the legislation will be tantamount to expropriation. They may well argue that they will be entitled to significant compensation, because trademarks are very valuable assets.
“The government, on the other hand, may argue that legislation of this nature simply restricts the way in which tobacco companies can use their trademarks, whilst not depriving them of ownership.
“The government may also argue that, even if the legislation does constitute expropriation, the purpose of the expropriation must be considered and that, as the purpose is the promotion of public health, compensation should be modest,” Sikwane explains.
Image: stock.xchng – the leading free stock photography site
Weight watchers
Kellogg’s is repositioning its Special K brand in the South African market with a new look, a new variant (Oats and Honey) and a new campaign. The theme is to get women to be comfortable with their figures, but if they want to lose weight, Kellogg’s Special K can assist.
The campaign is centred around the tagline ‘What will you gain when you lose?’, focussing instead on the positive things women have to gain when they achieve their shape management goals, as opposed to just the numbers on the scale.
“What we’ve learnt as a brand team globally is that women don’t want to be reminded of how hard it is to lose weight, but rather, encouraged by that wonderful feeling of achievement and the positive emotions they feel when they reach their goal. For too long the conversation has been a negative one, but starting now, we’re focusing on everything women have to gain,” explains Kara Timperley, marketing category manager at Kellogg’s South Africa.
One activation will feature giant scales placed in key malls nationwide, which give women positive feedback instead of their weight when they climb on.
These creative elements are supported by out of home billboards and print ads, both of which depict a scale with the word ‘pride’ on the dial and online at www.myspecialk.co.za, women can log on to receive customised meal plans to help them maintain or manage their shape.
The agencies responsible for the various elements include JWT (TV, print, OOH, radio); Trigger/Isobar (digital); Brainfood (in store media); Keynote (mall activations) and Taryn Fritz PR (media liaison).
Smell the coffee
Jacobs coffee has taken to the skies with Mango airline in an activation orchestrated by Provantage.
To demonstrate the “verwohnaroma” of Jacobs coffee to high flyers, Provantage has launched a campaign that will see all tray tables and head rests on Mango flights branded with Jacobs coffee. And to experience the flavour and aroma of the brand, Mango passengers are being served fresh cups of Jacobs coffee while in the air.
The sky high campaign will run until March.
Window branding
Pernod Ricard selected CID to design and implement window branding for premium brands Chivas Regal, Absolut, Glenlivet and Jameson at The Cape Quarter Spar Tops.
The production and installation of the floor-to-ceiling windows was completed by Clarion Retail.
– Shelf Life by Louise Marsland is a weekly column on MarkLives. Tweet new product, packaging and design launches to @louise_marsland.
– Want to sponsor Shelf Life? Contact us here.
Louise Marsland has written about the FMCG, media, marketing and advertising industry for 18 years of her 25 year media career as a former Editor of magazines AdVantage, Marketing Mix and Progressive Retailing; as well as websites Bizcommunity.com and FMCGFiles. She currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper; and is the co-founder and Publishing Editor of SA’s newly launched industry trendwatching portal, TREND. at www.trendlives.info, in partnership with MarkLives.com.
– Industry profiles you’ll make time for. Sign up for our free newsletter!
