Box 6.

: Importance of the cigarette pack to the marketing of cigarettes

• “The pack is pivotal to this—the pack, and in particular its bright yellow colour, is the distinguishing element of the new brand” (brief)^w30
• “Remember this campaign has its origins in a very simple truth, the smokers of B&H [Benson and Hedges] when they put their pack on the pub table, will always have it noticed by their friends. It is their badge and all we are trying to do is celebrate it”^w31
• “The easiest way to communicate with current smokers is through the pack.” (Collet Dickenson Pierce)^w32