John Player Special King Size
Japanese Qualitative Study
Although a few consumers seemed to be aware that gold and black are John Player Special colors, the research findings seemed to apparently indicate the danger of introducing a black-based packaged and use of gold on black.
Therefore, ICM analysts recommend that a white-based package should be considered for the launch of JPS (John Player Special) King Size charcoal product. However, it should be taken into consideration that a white-based package tends to be seen as "cheapish". Thus, a significant number of design alternatives should be created and tested until a satisfactory result is obtained in consumer evaluations,
ICM would recommend, that the black-based package should be considered for a sister brand that has a relatively richer flavour and aroma, though such a product may not hit the mainstream of the market. However, as can be seen in the U.S. market, there might be a new trend for some smokers to go back to rich-flavoured products.
In both cases, however, gold should either be avoided or be used with great care ?ˆ” in minimum amount, and partial use of silver should be considered in case "cheap" impression cannot be avoided with white package.
Use of Japanese artists might be one approach since they are familiar with Japanese graphic trend including what is lacking among JPS (John Player Special) designs.