Cut it off!
British American Tobacco launched new pack of Pall Mall cigarettes with cut angles, Pall Mall Pallmpack.It turned out that it was just the first step of the company on the refreshing of brands image. It differs from the earlier version with the color decision of packs design, now every flavor variety has its own unique color. Thus, half-flavor version (tar/nicotine content – 12/0,9mg) has red color, Light version (8/0,6mg), dark blue, Super lights (6/0,5mg),blue, Ultra lights (4/0,3mg),orange, and new Ultimate lights (1/0,1mg),grey.At first, most of observers considered the launch of two absolutely different packs of one brand during only 2 months to be the gross error of marketing department of the Company. But the collaborators claim that that was the part of their plan. Probably, the absence of significant differences of one cigarettes from another in most of cases obliges marketing specialists to economize communicational causes and to present the design renewal in parts, putting accent on form and then on color decision.