Could "mystery" of plain packaging attract consumers?

If it pushes ahead with plain packaging the Government could be in for a surprise.

It's reported that Doritos has launched a range of chips in America using plain coloured packs, "removing all visual aid".

It's part of a "co-creation" exercise whereby customers get to choose their favourite new flavour with the most popular being added to the company's product range later in the year.

What's interesting, and perhaps pertinent to plain packaging of tobacco, is the suggestion that it "would draw existing customers to the brand".

Admittedly the co-creation concept is a significant part of the attraction but the "mystery" aspect of the promotion, highlighted by the packaging, can't be ignored.

Nor can these comments:

"It will make existing customers feel like a part of the brand ... and attract new customers to try the brand."

In the light of this ministers should consider whether putting tobacco in plain packs could have a similar albeit unintended effect.

In other words, instead of repelling people the "mystery" of plain packaging might (a) encourage loyalty from existing customers and (b) attract new customers.

With no evidence that plain packs have reduced consumption (or smoking rates) in Australia, how ironic would that be?

See: Doritos teases consumers with plain packaging (Marketing).

Comments

[Junican]

I wonder which of the three packets in the link is cheapest?