In the Press – Truly Deeply’s Michael Hughes talks to B&T about the implications of new Plain Packaging legislation for tobacco brands

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retail brandagencyPlain Packaging will inspire more creative approach
Australia’s plain packaging law has now been passed in the Senate. It is an attempt to snuff out one of the last remaining brand building properties owned by the cigarette companies. But, far from being another step toward killing the tobacco brands, it may just inspire a more creative approach to delivering the brand.

As a creative brand agency, we often see the world through a brand coloured lens, where clients see restrictions, we see opportunities to stand-out from the competitive pack. Truly Deeply’s Director of Brand Strategy, Michael Hughes provides our perspective today for Australian marketing and advertising journal B&T.

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