Great minds think alike

In March 2014, as part of our campaign against plain packaging, Forest commissioned a PR company to come up with some creative ideas.

The proposal I liked best was a spoof 'pop up' shop. After some fine tuning we described it as follows:

Plain packaging pop up shop
Spoof convenience store with a window directly on to a busy shopping area. Shop will stock a range of plain packaged products, not just cigarettes, with large warnings/shocking images.

Purpose
To show people what could happen if the slippery slope of plain packaging and graphic warnings were to be imposed on other consumer products. The shop will be a “window to the future”, very visual and easy way for people to get the message. The ‘shop’ would be used to drive debate; deliver a news photo story in the national press and other target media; a venue for a campaign lobbying event; a place for invited journalists to ‘pop-in’; a base to canvass for signatures from members of the public; and a ready-made film set to create a campaign video.

Where
The first pop-up shop could be set up in central London. If the idea is successful it could be copied in other cities worldwide. Props and shop fittings could be stored and transported for this purpose.

Logistics
Hire shop unit in central London, commission interior/exterior fitting, design signage and products, hire staff for media event, organise photocall etc.

Additional ideas included:

Staff the shop with VERY cheesy ‘have a nice day’ style assistants giving gruesome info about the various products. For example: “Hello! Did you know that buying sugary cereal for your children will make them obese? Ultimately obese children die younger. You’re welcome!”

Sadly, despite repeated efforts, the idea never got off the ground in the UK.

I'm delighted however that something very similar is about to be launched in Canada where the government is currently holding a consultation on plain packaging.

Dubbed the 'Nanny State Corner Shop' it will open in Toronto next week.

What a brilliant idea (if I say so myself).

Next week we will turn a Toronto corner store into a nanny state store! Fully stocked with "approved" treats #topoli pic.twitter.com/hKYAy6efqY

— SFL Canada (@SFLcanada) August 5, 2016

Comments

[Tony]

Difficult to satirise when we already have women walking around in plain packaging.