Plain and simple

Australia has passed a new law: as from December next year, all tobacco products in Australia must be sold in dark browm packages. This means the packaging may not contain any logo’s, corporate colors or promotional text.

The brand name may only be placed on the product in a standard font size, color and position.

Of course the tobacco companies have filed a suit against the Australian government, stating that removing their (intellectual) property, without any compensation, it to be considered unconstitutional.

Furthermore, the companies claim that plain packaging will make it easier for counterfeiters to sell fake cigarettes.

Although MarkMatters.com is curious how the market will work when the all distinctive elements, except for the brand name, are removed from the packaging. Will this lead to more confusion? And more important, will people stop buying cigarettes because of the lack of a logo?

This will undoubtedly be continued…

Knijff Merkenadviseurs

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