TOBACCO: JTI
JTI insists global brands are ‘waking up’ to regulation threats
In an exclusive video interview, TRBusiness talked with Gemma Bateson, Corporate Affairs & Communications Director WWDF, JTI, about the issues facing the global travel retail industry in relation to excessive regulation, which has potential to severely erode brand identities across multiple product categories.
The stand returned to this year’s TFWA APAC exhibition where Charlotte Turner was able to interview Gemma Bateson, Corporate Affairs & Communications Director WWDF, JTI. “This Future of Brands concept is
about the slow degradation of our duty free stores from the beautifully branded, exciting,
innovative
experience-filled environments that we have right now, to what we hope they will never look like in the future,” said Bateson. “Whether it be excessive labelling
Above: A Japan Tobacco International Camel activation with Dubai Duty Free. J
apan Tobacco International (JTI) first conceived of ‘The Future of Brands’ campaign in 2016, designed as a wake-up call to global
food and drinks companies that their brands are under increasing attack of excessive regulation. With the hope of raising awareness
of the damage to companies caused by disproportionate regulation, JTI issued this rallying call to all brands, asking them to stand up and defend their intellectual property. To reinforce the message, JTI built a ‘Future of Brands’ stand,
which appeared in duty free & travel retail for the first time at last year’s TFWA Asia Pacific Conference and Exhibition. It proved to be a very successful exercise, bringing other consumer product companies to the discussion table, whilst alerting them to the fact that they too are under attack.
What is a branding ban?
“We’re quite a long way down the road now when it comes to regulation, so it’s about sharing that experience and the benefit of hindsight to much better protect and safeguard the duty free and travel retail industry.”
Gemma Bateson, Corporate Affairs & Communications Director WWDF, JTI
110 TRBUSINESS
In its documentation supporting The Future of Brands concept, JTI outlines why branding bans are so damaging and unnecessary. A branding ban, also known as plain packaging, means trademarks, logos, non-prescribed colours and graphics have to be removed and only the use of a brand name is permitted in a standard font/size. JTI is categorically opposed to a branding ban for these reasons: There is no reliable evidence put forward in favour of a branding ban; Data from countries with a branding ban in place shows that it has failed to achieve any health benefits; It is disproportionate and unnecessary; It has widespread negative consequences.
The role of branded packaging Branded packaging of tobacco products, like any other packaging of fast-moving consumer goods, is necessary to identify and differentiate brands quickly and navigate consumer’s options. Branding also assigns responsibility for the product to a particular manufacturer, so a credible brand signals a certain level of quality and performance.
OCTOBER 2019
that’s obscuring the packaging for confectionery or plain packaging and a branding ban for tobacco, all brands are under threat.” Bateson was keen to highlight
that the tobacco industry has much knowledge and experience to share with other categories. “We’re quite a long way down
the road now when it comes to regulation, so it’s about sharing that experience and the benefit of
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