This February, I went on a vacation to Thailand. Before I left I watched a TED talk from Don Tapscott about the ‘’open world’’.
The open world means that due to all the information sources we have and the technologic aspects that are linked with these sources our need for information about what happens in today’s world is getting bigger and bigger. And so is the access to this information. We don’t want to be fooled any longer and we are demanding for the truth. This open world is developed even more due to 4 principles: collaboration, sharing, transparency and empowerment.
During my vacation I looked for little signals that I haven’t seen in the Western economy yet. I got a little bit lost in the cultural chaos in Thailand and the ways information was given there.
When my boyfriend bought a pack of cigarettes I was shocked about the way some information was given on the package.
(Not so) plain cigarette packaging
I know that since December 2012, in Australia the branding on all cigarette packages is removed so the health warnings appear better (there was a lot of fuss about it). I also know that this will happen also in Europe in the near future so smokers are also attended in a ‘’better’’ way here.
On the cigarette packages I saw different images of diseases and other consequences that someone could get from smoking.
Do I think this marketing strategic works?
For a non-smoker I think it would hold him or her back from buying a pack of cigarettes because the images really grossed me out. For a smoker I think the need for a cigarette is bigger than actually paying attention and stand still by the fact (what he or she probably already knows) that smoking is very bad for your health.
The use of a very often bought and seen ‘’tool’’ like a pack of cigarettes, for putting a message out there can lead to a wide range of people receiving a message. This enables cigarette companies to ‘’empower’’ their brand: empowerment (principle, Don Tapscott). It can also have collective reactions as a result (which may be a goal from cigarette companies or governments). The very offensive way in which it’s done made me think about what our desire for information has led to. In this case, the fabricants of cigarettes fulfil our needs of getting the truth about a product that is offered to us. We want the truth, so we get the truth, although it’s very shocking.
Future growth potential
I came up with my own trend/principle, named: intruded information.
Because of our need for information, we are getting now more open-minded about receiving information. The mind-set of producers also has changed so offensive marketing is now more used, without having to think about the consequences really.
If information about a product is given in a positive or negative way, it always leads to critical reactions among its consumers. Making a statement is something that companies are doing for quite some time but now and in the near future it can be done in more different (offensive) ways.
I wrote this coolhunt 100% from my own perspective and I only looked for some pictures on Google Image so I didn’t write this information regarding to an article