Sir, The phasing in of the display ban and government consultations on plain packaging are a huge blow to the tobacco industry given the critical role of great pack design and PoS in influencing consumer decision making.

So tobacco brands must optimise their brand equity between now and 2015 when the full display ban will be in force, particularly the many new brands. Canny brands should consider how they can ‘own’ the distinct rituals that come with smoking, such as flipping opening the carton, pulling out the foil and removing the cigarette. By identifying which rituals matter most and building them more strongly into the pack, brands can create the differentiation and loyalty that will make an enormous difference.

David Timothy, senior account director, Anthem Worldwide