You may remember how cool Muji packaging was when the first UK store opened in Covent Garden in 1990. It was described as 'the brand with no brand' - selling thoughtfully designed, no-nonsense goods in trendy corners of the world.
Minimalism may be back
Brand history is about to repeat itself over the next few years. Minimalism, for a certain product sector, is back but this time it will be legally enforced.
Shocking images
Now, in the UK and many other jurisdictions, cigarette advertising is largely banned. Under transitional arrangements all cigarette packs will have to carry picture warnings by 1 October 2009, and all other tobacco products by 1 October 2010.
The UK is the first country in the EU to require picture warnings on all tobacco products. These images may portray diseased lungs, cancerous growths on the neck and deeply
yellowed teeth.
And on the 12th October 2009, the government's health bill could bring in a ban on tobacco displays in newsagents and other shops in England, Wales and Northern Ireland.
Plain, white and out of sight.
Similar plans are going through the Scottish Parliament. But the anti-smoking lobby will not be satisfied. Their ultimate vision is 'plain, white packaging'.
Minimalism has its appeal and whilst plain, white cigarette packs will look great in a John Pawson's house, sales of cigarettes will inevitably decline.
The creative challenge
The challenge, and we think it will be met, is how to continue to promote cigarette brands in a brand-free environment. This type of creative challenge is not new to the tobacco industry.
Turning adversity to an advantage
Tobacco brand produced some of their best advertising when advertising standards enforced the removal of all cigarette packs from advertising. In the late 1970s Benson & Hedges ran a notable advertising
campaign which actually turned to advantage the increasing curbs on
what could be said and shown in cigarette advertisements. A striking
series of photomontages and cinema films, devised by Collett Dickenson
Pearce at the peak of that agency's success, featured the gold pack in
various surreal juxtapositions and transformations, devoid of words and
people.
We wait with bated (smoke-free) breath to see how the tobacco brands respond in the years to come.