{"id":947,"date":"2014-04-16T14:32:03","date_gmt":"2014-04-16T14:32:03","guid":{"rendered":"https:\/\/imagemme.com\/newsite\/?p=947"},"modified":"2016-11-16T03:33:28","modified_gmt":"2016-11-16T03:33:28","slug":"natural-american-spirits-re-package-us-tobacco","status":"publish","type":"post","link":"https:\/\/imagemme.com\/newsite\/natural-american-spirits-re-package-us-tobacco\/","title":{"rendered":"Natural American Spirits Re-Package US Tobacco"},"content":{"rendered":"

Natural American Spirits did such a clever branding job that they acquired their very own, court-mandated disclaimer: \u201cNo additives does NOT mean a safer cigarette\u201d.<\/p>\n

Nevertheless, the conscious or unconscious perception that Natural American Spirits are healthier than other cigarettes has persisted, and driven the brand\u2019s steady rise in popularity. This is due as much to their packaging design as anything else.<\/p>\n

Traditionally, cigarettes were branded to be cool, sexy, and sophisticated.<\/p>\n

\"4624279863_161bea3b38\"<\/p>\n

\"1989_v_slims_ad\"<\/p>\n

\"3bqpdruaersspm\"<\/p>\n

When it comes to packaging, this meant aggressive, bold colors, like the iconic Marlboro red:<\/p>\n

\"marlboro11\"<\/p>\n

Or the royal and darker blues of Parliament:<\/p>\n

\"parliament\"<\/p>\n

Or the deeper, shaper greens of Kool:<\/p>\n

\"kool_ment01\"<\/p>\n

The branding goal for Natural American Spirits wasn\u2019t to be edgy or adventurous, but exactly the opposite: to be safe. Developing a comparatively safer image meant using safer, softer, lighter colors.<\/p>\n

\"american-spirit-balanced-taste\"<\/p>\n

\"american-spirit-full-bodied-taste-blue\"<\/p>\n

Lighter shades like these were traditionally used, if at all, for cigarettes being marketed specifically \u00a0toward women. Natural American Spirits, however, has been using them to reach men as much as women.<\/p>\n

These lighter, softer, and generally more welcoming colors reflect their consumers\u2019 desire\/fantasy to find a special place where they can smoke without recourse, which has displaced, to some extent, the desire to look cool or refined, as the motivating force to pick up a pack.<\/p>\n

Of course, the catch is that now Natural American Spirits have themselves become cool, so the original strategy \u2013 to move away from a refined persona to one presenting itself as a healthy alternative \u2013 has now provided the company the added benefit of hip cache.<\/p>\n","protected":false},"excerpt":{"rendered":"

Natural American Spirits did such a clever branding job that they acquired their very own, court-mandated disclaimer: \u201cNo additives does NOT mean a safer cigarette\u201d. Nevertheless, the conscious or unconscious…<\/p>\n","protected":false},"author":2,"featured_media":951,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","_uag_custom_page_level_css":"","footnotes":""},"categories":[40,36],"tags":[],"class_list":["post-947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-package-design"],"aioseo_notices":[],"uagb_featured_image_src":{"full":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/20130429-Cigarettes-2332.jpg",900,900,false],"thumbnail":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/20130429-Cigarettes-2332-150x150.jpg",150,150,true],"medium":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/20130429-Cigarettes-2332-300x300.jpg",300,300,true],"medium_large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/20130429-Cigarettes-2332-768x768.jpg",768,768,true],"large":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/20130429-Cigarettes-2332.jpg",900,900,false],"1536x1536":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/20130429-Cigarettes-2332.jpg",900,900,false],"2048x2048":["https:\/\/imagemme.com\/newsite\/wp-content\/uploads\/2016\/11\/20130429-Cigarettes-2332.jpg",900,900,false]},"uagb_author_info":{"display_name":"admin","author_link":"https:\/\/imagemme.com\/newsite\/author\/admin\/"},"uagb_comment_info":334,"uagb_excerpt":"Natural American Spirits did such a clever branding job that they acquired their very own, court-mandated disclaimer: \u201cNo additives does NOT mean a safer cigarette\u201d. Nevertheless, the conscious or unconscious...","_links":{"self":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/947","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/comments?post=947"}],"version-history":[{"count":1,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/947\/revisions"}],"predecessor-version":[{"id":957,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/posts\/947\/revisions\/957"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media\/951"}],"wp:attachment":[{"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/media?parent=947"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/categories?post=947"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/imagemme.com\/newsite\/wp-json\/wp\/v2\/tags?post=947"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}