Why Packaging Is Commercially Vital for Tobacco Corporations

This study analyses what British American Tobacco (BAT) and its 4 publicly listed Asian subsidiary companies have told their shareholders about the commercial value of tobacco packaging. The discourse on packaging in BAT annual reports was analyzed, revealing themes of modernization, rejuvenation, i...

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Bibliographic Details
Published in:Asia-Pacific journal of public health 2017-03, Vol.29 (2), p.132-139
Main Authors: Barraclough, Simon, Gleeson, Deborah
Format: Article
Language:English
Subjects:
Advertising as Topic
Asia
Commerce
Humans
Marketing
Product Packaging
Tobacco Industry - economics
Tobacco Products
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Summary:This study analyses what British American Tobacco (BAT) and its 4 publicly listed Asian subsidiary companies have told their shareholders about the commercial value of tobacco packaging. The discourse on packaging in BAT annual reports was analyzed, revealing themes of modernization, rejuvenation, internationalism, heritage, innovation, value for money, and competitive edge. Packaging was credited with providing existing brands with a competitive edge and enabling the successful "launch" of new ones. Since advertising, sponsorship, and free samples were prohibited in many countries, packaging has become more important for advertising. New brands and brand variants have proliferated. BAT companies have allocated considerable resources to regularly altering packaging for marketing purposes. Clearly, restrictions on packaging will substantially detract from the promotion of the company's brands. The findings provide further evidence from industry sources of the vital function of packaging and further justify plain packaging as an essential part of any comprehensive tobacco control policy.
ISSN:1941-2479
DOI:10.1177/1010539516688081