Advertising strategy

  • Imperial Tobacco criticised for pre-empting packaging laws

    On the 1st December 2012, plain packaging will be introduced in Australia. Cigarettes will be required to be sold in olive green packaging with large pictorial health warnings and brand names appearing in standardised font. Ahead of the legislation, Imperial Tobacco has changed the packaging of their Peter Stuyvesant brand to show a ripped branded pack exposing plain packaging underneath with the accompanying slogan “it’s what on the inside that counts”.