CA2349361A1 - Advertising package for cigarette packages - Google Patents
Advertising package for cigarette packages Download PDFInfo
- Publication number
- CA2349361A1 CA2349361A1 CA002349361A CA2349361A CA2349361A1 CA 2349361 A1 CA2349361 A1 CA 2349361A1 CA 002349361 A CA002349361 A CA 002349361A CA 2349361 A CA2349361 A CA 2349361A CA 2349361 A1 CA2349361 A1 CA 2349361A1
- Authority
- CA
- Canada
- Prior art keywords
- sleeve
- advertising
- sleeve member
- package
- insert
- Prior art date
- Legal status (The legal status is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the status listed.)
- Abandoned
Links
Classifications
-
- B—PERFORMING OPERATIONS; TRANSPORTING
- B65—CONVEYING; PACKING; STORING; HANDLING THIN OR FILAMENTARY MATERIAL
- B65D—CONTAINERS FOR STORAGE OR TRANSPORT OF ARTICLES OR MATERIALS, e.g. BAGS, BARRELS, BOTTLES, BOXES, CANS, CARTONS, CRATES, DRUMS, JARS, TANKS, HOPPERS, FORWARDING CONTAINERS; ACCESSORIES, CLOSURES, OR FITTINGS THEREFOR; PACKAGING ELEMENTS; PACKAGES
- B65D5/00—Rigid or semi-rigid containers of polygonal cross-section, e.g. boxes, cartons or trays, formed by folding or erecting one or more blanks made of paper
- B65D5/42—Details of containers or of foldable or erectable container blanks
- B65D5/44—Integral, inserted or attached portions forming internal or external fittings
- B65D5/50—Internal supporting or protecting elements for contents
- B65D5/5028—Elements formed separately from the container body
- B65D5/5035—Paper elements
- B65D5/5038—Tray-like elements formed by folding a blank and presenting openings or recesses
-
- G—PHYSICS
- G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
- G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
- G09F23/00—Advertising on or in specific articles, e.g. ashtrays, letter-boxes
-
- G—PHYSICS
- G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
- G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
- G09F23/00—Advertising on or in specific articles, e.g. ashtrays, letter-boxes
- G09F2023/0041—Advertising on or in specific articles, e.g. ashtrays, letter-boxes on cigarette lighters
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- Engineering & Computer Science (AREA)
- Physics & Mathematics (AREA)
- General Physics & Mathematics (AREA)
- Theoretical Computer Science (AREA)
- Mechanical Engineering (AREA)
- Cartons (AREA)
- Packaging Of Annular Or Rod-Shaped Articles, Wearing Apparel, Cassettes, Or The Like (AREA)
Abstract
An advertising package for a cigarette package includes a sleeve member (1 2) intended to cover the surface of a cigarette package sleeve or to replace th e cigarette package sleeve. The sleeve member (12) includes a pleasing, attractive graph ic image (G) on the front face (22) thereof. An advertising insert (30) is provided, whic h insert carries advertising and/or promotional material thereon preferably, but not necessarily, directed or related to the subject matter of the graphic image (G) carried by the sleeve. The insert (30) may be slid into the sleeve (12) during production so that the advertising or promotional material carried thereby is not available to the purchaser of th e sleeve until the protective wrapping material (14) encasing the sleeve and insert has been removed. Alternatively, an insert (34) carrying advertising and/or promotional materi al thereon could be placed adjacent a back face of the sleeve (12) with the advertising and/or promotional material being either visible through the encasing material (14) or hidden from view, depending on whether it faces outwardly or inwardly of the sleeve. The advertising package of the invention allows the advertising to be specifically targeted to individuals having a specific interest in the subject matter depicted in the graphic ima geon a sleeve.
Description
ADVERTISING PACKAGE FOR CIGARETTE PACKAGES
The present invention relates to advertising and also to the packaging of cigarettes and similar articles.
BACKGROUND OF THE INVENTION
Recently in Canada new regulations respecting the packaging of cigarettes came into effect. Those regulations now require manufacturers to print messages to cigarette smokers which decry the effects of cigarette smoking. The messages include text as well as visual images which depict, very graphically, the effects of smoking on the human body.
The images include, inter alia, human organs which have been attacked by cancer cells.
These images are of such a nature that the dedicated smoker does not wish to view them each time he or she removes a cigarette from the package. It remains to be seen whether such graphic images will reduce the number of people who smoke cigarettes. It is doubtful that the images will deter the dedicated smoker but they may cause the novice smoker to think twice about continuing with the habit. Regulations similarto the Canadian regulations have been approved by the European Union for use in member countries.
The graphic images appearing on cigarette packages has prompted certain entrepreneurs to create sleeves which either fit snugly on a cigarette package so as to hide the message thereon, or are sized to replace the sleeve provided by the cigarette manufacturer. These sleeves may be plain, of any colour, and they may also be provided with their own graphic images. The graphic images on the sleeves are likely to be of a pleasing and appealing nature and may include, for example, licenced art, poetry, licenced photographs, original art, or any other image which a smoker might find pleasing. The sleeves may be made of cardboard, laminated paper, plastic, or any other suitable material, and can be reused several times before a new one is required.
Examples of commercially available sleeves are those sold under the trademark "Bootiez".
SUMMARY OF THE INVENTION
Sleeves which are commercially available for covering the graphic images now appearing on cigarette packages or for replacing the manufacturer's sleeves are themselves typically packaged or wrapped in a clear, transparent film such as cellophane and these in turn are found in a display carton which can be placed on the counter of a convenience store or other retail outlet. In the case of sleeves that might carry "adult"
material, or that might tantalize the purchaser as a "surprise" sleeve, the packaging material would be opaque so as to hide the image appearing on the sleeve. The sleeves are packaged in a flat, folded condition with, in the case of clear packaging, the image thereon facing the consumer so that he or she can readily ascertain the nature of the pleasing image and select an appropriate sleeve, or quantity of sleeves, as desired. When the sleeve is removed from the its wrapping it is moved to a three-dimensional configuration so that it will slide over the cigarette package being used by the consumer.
The sleeves themselves typically do not carry any advertising, except perhaps the name of the image-sponsor or supplier or the name of the producer of the sleeve.
However, the sleeve and the packaging thereof lends itself to the inclusion of advertising material therein, which material can be targeted to the particular purchaser of the sleeve.
For example, a local art gallery might include advertising for its services or a particular exhibition coming in the future in sleeves depicting licenced art thereon; a sporting goods store or chain might include a discount coupon in sleeves depicting sports personalities or lifestyle imagery; a bookstore or chain might include a discount coupon in sleeves carrying literary phrases or poetry thereon; an automobile manufacturer might include a promotional program with sleeves depicting photographs or drawings of various automobiles or other vehicles; or a movie theater or chain might include a discount coupon or other advertising in sleeves depicting licenced images of movie stars or other personalities.
The possibilities of association between the images on the sleeves and the advertising included therewith are endless and limited only by the imagination of the people involved with such advertising.
The advertising will preferably be printed on a sheet of cardboard, paper, or other similar material which will then take the form of an insert that can be slid into the folded sleeve before it is packaged in its wrapping. The consumer might not know the nature of the advertising or promotional material that is provided on the insert, or the main display might hint at what the consumer might find in the sleeves, leading to certain expectations or even a feeling of chance. Alternatively the promotional material might be placed adjacent the back of the sleeve such that the nature thereof is readily available to the consumer when he or she picks up a sleeve to check the graphic image thereon.
Yet another alternative would be for the insert to include a flap which will overly the front or the rear face of the sleeve and which will hint or "tease" at the contents of the insert itself. Still another alternative would see such a flap attached to the sleeve itself along one of the top or bottom edges, the flap either hinting at the contents of an insert within the sleeve, or even carrying advertising or a coupon on itself. If the flap is in the form of a coupon it should be readily removable from the sleeve, as by for example a perforated fold line.
Other aspects of the present invention will be described hereinbelow with reference to the accompanying drawings.
BRIEF DESCRIPTION OF THE DRAWINGS
Figure 1 is a perspective view of a "BootiezT""" display carton including a plurality of cigarette package sleeves therein.
Figure 2 is a perspective view of a "BootiezT""" sleeve as found in a display carton as illustrated in Figure 1 Figure 3 is a perspective view of a "BootiezT""" sleeve in its open condition, ready to receive a cigarette package therein.
Figure 4 is a perspective view of a "BootiezT""" sleeve with an advertising insert of the present invention projecting therefrom.
Figure 5 is a rear perspective view of an alternative arrangement with an advertising insert positioned adjacent a rear face of a folded sleeve.
Figure 6 is a front perspective view of another alternative arrangement where the insert has an overlying flap hinting at the contents of the insert.
Figure 7 is a front perspective view of yet another alternative arrangement where the sleeve has an overlying flap attached thereto, the flap carrying promotional material thereon.
DESCRIPTION OF THE PREFERRED EMBODIMENT
Figure 1 ofthe drawings illustrates a display carton 10 of a "BootiezT"""
brand product which includes a plurality of sleeves 12, each packaged in a clear transparent material 14 such as cellophane. The carton 10 includes a rear panel 16 which depicts a cigarette package with a sleeve 12 covering a portion thereof. The carton 10 includes an insert 18 which includes a plurality of angled cutouts 20 along each side of the carton, opposite cutouts 20 being capable of receiving a plurality of sleeves 12 therein. The sleeves are displayed in sets, with the sleeves of each set having the same colour and/or graphic image G thereon. The graphic images can be of any nature including, without limitation, licenced art, original art, literary phrases or other text, licenced photographs, original photographs, or a variety of plain colours. The appearance of the sleeve is intended to be more pleasing to the cigarette smoker than the graphic images now appearing on cigarette packages with the intention of reducing the incidence of cigarette smoking.
Figure 2 illustrates a sample sleeve 12 in its flat folded condition just as it would appear as removed from the display carton 10. The sleeve 12 has a front panel or face 22 which may carry the attractive and pleasant image G thereon and it also has four fold lines 24 extending from top to bottom thereof. Only three fold lines are shown in Figure 2. The fourth fold line 24 is in the rear panel of the sleeve. When the sleeve is removed from its protective wrapping 14 it can be folded on the lines 24 to move it from a flat condition to a three-dimensional condition as shown in Figure 3. In Figure 3 the inner cigarette-carrying tray of a cigarette package 26 is shown in position ready to be received in the open end 28 of the sleeve 12. The sleeve 12 can be sized to either slide over the original cigarette package sleeve, so as to hide the image thereon, or it can be sized to replace the original manufacturer's sleeve, which is then discarded.
Turning now to Figure 4 the present invention is illustrated in that the folded sleeve 12 is seen with a rectangular insert 30 projecting from the interior thereof.
The insert 30 carries text and/or graphic information M directed specifically to the consumer that is interested in purchasing a particular sleeve based on the graphic image appearing on the face 22 thereof. The insert might take the form of a discount coupon, particular information relating to the image on the face of the sleeve, a "scratch and win"
promotion, or promotional material relating to particular products or events, for example.
The insert 30 might even be set up so that it becomes a collectable item, very much like sports cards depicting pictures and information on sports celebrities. In fact the insert might be a sports card per se if, for instance, the sleeve carries the licenced image of a sports personality.
In any event, the advertising found on the insert 30 is particularly directed to the anticipated purchaser of a sleeve carrying a particular graphic image thereon.
Figure 4 shows that the insert 30 can be located within the folded sleeve 12 such that the actual nature of the advertising carried by the insert is not visible to the purchaser.
The purchaser is taking a chance when purchasing a sleeve in that the purchaser likely will not have an idea as to the nature of the advertising material contained in the sleeve. Of course, the display carton could be printed in such a manner that it broadly describes the nature of the advertising or promotional material that might be expected on purchase of a sleeve, possibly influencing the actual purchase made by the purchaser. As an alternative the insert could be packaged in such a manner that the nature thereof is readily visible to the purchaser, as by having it lie adjacent the back face 32 of the sleeve as seen in Figure 5. The insert 34 may carry the complete advertising message M on its outer face, thereby allowing the purchaser to decide whether to purchase the sleeve with that particular advertising message associated therewith. Yet another alternative would be for the insert 34 to have its advertising message face the back face of the sleeve 12 and the outer face of the insert to have a very brief message thereon, merely hinting at what might be found on the obverse of the insert.
A further alternative is shown in Figure 6 wherein it is seen that the insert 30 is provided with a flap 36 that overlies the upper portion of the front face 22 of the sleeve 12.
The flap can carry a hint at what reward the insert might provide the purchaser of the sleeve. The flap would be small enough that it would not obscure the appealing image on the sleeve itself. Of course, the flap could be arranged so that it overlies the rear face 32 of the sleeve, leaving more of the front face available for the image to be printed thereon.
Yet another alternative arrangement is shown in Figure 7 wherein a flap 38 is shown attached to the top front edge of a sleeve 12. The flap 38 can be hingedly attached to the sleeve and preferably will be removably attached to the sleeve, as by way of a perforated fold or hinge line 40. The flap 38 could either hint at the contents of an insert 30 contained within the sleeve 12 or it could itself carry promotional material such as a discount coupon.
The coupon-carrying flap could be removed from the sleeve when it is removed from its protective wrap and redeemed at the user's leisure. The sleeve 12 would then be fitted to the cigarette tray as discussed above.
The foregoing description relates to the preferred embodiment of this invention, wherein there is a link or relationship between the advertising or promotional material provided on the insert members 30, 34 or the flaps 36, 38 and the graphic image appearing on a sleeve 12. However, such a linkage or tie-in is not essential for a full enjoyment of the advertising opportunities associated with the concept of an insert or flap carrying advertising or promotional material, which will be of interest to a smoker, and which flap or insert is in turn associated with a decorative sleeve as illustrated herein.
Hence it would be possible with the present invention for the advertising or promotional material carried by the inserts 30, 34 or by the flaps 36, 38 to be of a more general or less specific nature, without a clear link between the message carried thereby and the graphic image carried by the sleeve. Advertisers could therefore utilize the forum available through such sleeves and inserts and/or flaps to present material of an advertising or promotional nature that will be of general interest to the smoking public, without having to relate such material specifically to those individuals having a particular interest in the subject matter of the graphic image appearing on the sleeve per se.
Production of the advertising package of the present invention will require an extra step over and above the production of the original sleeve 12. For the embodiment of Figure 4 it will be necessary to physically move an insert 30 into a folded sleeve 12 prior to the sleeve-containing insert passing to the machine which encases it in a film of protective material such as cellophane. It might be necessary to perform the insertion step by hand, but this is a small price to pay when the potential rewards of the advertising campaign are contemplated. It would be less expensive to produce an advertising package in accordance with the embodiment of Figure 5 since it would be a simple matter to feed folded sleeves 12 and inserts 34 together into back-to-back or face-to-face or face-to-back abutment prior to feeding the assembly of sleeve and insert to the machine which encases the combination in cellophane.
In summary, the present invention presents an advertising package which particularly targets smokers having specific interests, the advertising or promotional material being of a nature that may be, but need not be, specifically related to graphic images found on sleeves intended to cover images appearing on cigarette packages or intended to replace existing sleeves utilized by the cigarette manufacturers.
The advertising can be readily changed on a regular basis and can be of such a nature that it promotes the sale of sleeves, as by presenting information that the purchaser wishes to collect (recipes, data, trivia, limericks, jokes, statistics, etc.), by presenting games of chance ("scratch and win"), or by presenting promotional material in the form of advertising or discount coupons, etc. The possibilities for such advertising or promotional material are boundless and will allow the imaginations of advertising people to run wild.
The foregoing has described the present invention in its presently anticipated form.
It is understood that variations of the invention might occur to skilled persons in the art and hence the protection to be afforded this invention is to be determined from the scope of the claims appended hereto.
The present invention relates to advertising and also to the packaging of cigarettes and similar articles.
BACKGROUND OF THE INVENTION
Recently in Canada new regulations respecting the packaging of cigarettes came into effect. Those regulations now require manufacturers to print messages to cigarette smokers which decry the effects of cigarette smoking. The messages include text as well as visual images which depict, very graphically, the effects of smoking on the human body.
The images include, inter alia, human organs which have been attacked by cancer cells.
These images are of such a nature that the dedicated smoker does not wish to view them each time he or she removes a cigarette from the package. It remains to be seen whether such graphic images will reduce the number of people who smoke cigarettes. It is doubtful that the images will deter the dedicated smoker but they may cause the novice smoker to think twice about continuing with the habit. Regulations similarto the Canadian regulations have been approved by the European Union for use in member countries.
The graphic images appearing on cigarette packages has prompted certain entrepreneurs to create sleeves which either fit snugly on a cigarette package so as to hide the message thereon, or are sized to replace the sleeve provided by the cigarette manufacturer. These sleeves may be plain, of any colour, and they may also be provided with their own graphic images. The graphic images on the sleeves are likely to be of a pleasing and appealing nature and may include, for example, licenced art, poetry, licenced photographs, original art, or any other image which a smoker might find pleasing. The sleeves may be made of cardboard, laminated paper, plastic, or any other suitable material, and can be reused several times before a new one is required.
Examples of commercially available sleeves are those sold under the trademark "Bootiez".
SUMMARY OF THE INVENTION
Sleeves which are commercially available for covering the graphic images now appearing on cigarette packages or for replacing the manufacturer's sleeves are themselves typically packaged or wrapped in a clear, transparent film such as cellophane and these in turn are found in a display carton which can be placed on the counter of a convenience store or other retail outlet. In the case of sleeves that might carry "adult"
material, or that might tantalize the purchaser as a "surprise" sleeve, the packaging material would be opaque so as to hide the image appearing on the sleeve. The sleeves are packaged in a flat, folded condition with, in the case of clear packaging, the image thereon facing the consumer so that he or she can readily ascertain the nature of the pleasing image and select an appropriate sleeve, or quantity of sleeves, as desired. When the sleeve is removed from the its wrapping it is moved to a three-dimensional configuration so that it will slide over the cigarette package being used by the consumer.
The sleeves themselves typically do not carry any advertising, except perhaps the name of the image-sponsor or supplier or the name of the producer of the sleeve.
However, the sleeve and the packaging thereof lends itself to the inclusion of advertising material therein, which material can be targeted to the particular purchaser of the sleeve.
For example, a local art gallery might include advertising for its services or a particular exhibition coming in the future in sleeves depicting licenced art thereon; a sporting goods store or chain might include a discount coupon in sleeves depicting sports personalities or lifestyle imagery; a bookstore or chain might include a discount coupon in sleeves carrying literary phrases or poetry thereon; an automobile manufacturer might include a promotional program with sleeves depicting photographs or drawings of various automobiles or other vehicles; or a movie theater or chain might include a discount coupon or other advertising in sleeves depicting licenced images of movie stars or other personalities.
The possibilities of association between the images on the sleeves and the advertising included therewith are endless and limited only by the imagination of the people involved with such advertising.
The advertising will preferably be printed on a sheet of cardboard, paper, or other similar material which will then take the form of an insert that can be slid into the folded sleeve before it is packaged in its wrapping. The consumer might not know the nature of the advertising or promotional material that is provided on the insert, or the main display might hint at what the consumer might find in the sleeves, leading to certain expectations or even a feeling of chance. Alternatively the promotional material might be placed adjacent the back of the sleeve such that the nature thereof is readily available to the consumer when he or she picks up a sleeve to check the graphic image thereon.
Yet another alternative would be for the insert to include a flap which will overly the front or the rear face of the sleeve and which will hint or "tease" at the contents of the insert itself. Still another alternative would see such a flap attached to the sleeve itself along one of the top or bottom edges, the flap either hinting at the contents of an insert within the sleeve, or even carrying advertising or a coupon on itself. If the flap is in the form of a coupon it should be readily removable from the sleeve, as by for example a perforated fold line.
Other aspects of the present invention will be described hereinbelow with reference to the accompanying drawings.
BRIEF DESCRIPTION OF THE DRAWINGS
Figure 1 is a perspective view of a "BootiezT""" display carton including a plurality of cigarette package sleeves therein.
Figure 2 is a perspective view of a "BootiezT""" sleeve as found in a display carton as illustrated in Figure 1 Figure 3 is a perspective view of a "BootiezT""" sleeve in its open condition, ready to receive a cigarette package therein.
Figure 4 is a perspective view of a "BootiezT""" sleeve with an advertising insert of the present invention projecting therefrom.
Figure 5 is a rear perspective view of an alternative arrangement with an advertising insert positioned adjacent a rear face of a folded sleeve.
Figure 6 is a front perspective view of another alternative arrangement where the insert has an overlying flap hinting at the contents of the insert.
Figure 7 is a front perspective view of yet another alternative arrangement where the sleeve has an overlying flap attached thereto, the flap carrying promotional material thereon.
DESCRIPTION OF THE PREFERRED EMBODIMENT
Figure 1 ofthe drawings illustrates a display carton 10 of a "BootiezT"""
brand product which includes a plurality of sleeves 12, each packaged in a clear transparent material 14 such as cellophane. The carton 10 includes a rear panel 16 which depicts a cigarette package with a sleeve 12 covering a portion thereof. The carton 10 includes an insert 18 which includes a plurality of angled cutouts 20 along each side of the carton, opposite cutouts 20 being capable of receiving a plurality of sleeves 12 therein. The sleeves are displayed in sets, with the sleeves of each set having the same colour and/or graphic image G thereon. The graphic images can be of any nature including, without limitation, licenced art, original art, literary phrases or other text, licenced photographs, original photographs, or a variety of plain colours. The appearance of the sleeve is intended to be more pleasing to the cigarette smoker than the graphic images now appearing on cigarette packages with the intention of reducing the incidence of cigarette smoking.
Figure 2 illustrates a sample sleeve 12 in its flat folded condition just as it would appear as removed from the display carton 10. The sleeve 12 has a front panel or face 22 which may carry the attractive and pleasant image G thereon and it also has four fold lines 24 extending from top to bottom thereof. Only three fold lines are shown in Figure 2. The fourth fold line 24 is in the rear panel of the sleeve. When the sleeve is removed from its protective wrapping 14 it can be folded on the lines 24 to move it from a flat condition to a three-dimensional condition as shown in Figure 3. In Figure 3 the inner cigarette-carrying tray of a cigarette package 26 is shown in position ready to be received in the open end 28 of the sleeve 12. The sleeve 12 can be sized to either slide over the original cigarette package sleeve, so as to hide the image thereon, or it can be sized to replace the original manufacturer's sleeve, which is then discarded.
Turning now to Figure 4 the present invention is illustrated in that the folded sleeve 12 is seen with a rectangular insert 30 projecting from the interior thereof.
The insert 30 carries text and/or graphic information M directed specifically to the consumer that is interested in purchasing a particular sleeve based on the graphic image appearing on the face 22 thereof. The insert might take the form of a discount coupon, particular information relating to the image on the face of the sleeve, a "scratch and win"
promotion, or promotional material relating to particular products or events, for example.
The insert 30 might even be set up so that it becomes a collectable item, very much like sports cards depicting pictures and information on sports celebrities. In fact the insert might be a sports card per se if, for instance, the sleeve carries the licenced image of a sports personality.
In any event, the advertising found on the insert 30 is particularly directed to the anticipated purchaser of a sleeve carrying a particular graphic image thereon.
Figure 4 shows that the insert 30 can be located within the folded sleeve 12 such that the actual nature of the advertising carried by the insert is not visible to the purchaser.
The purchaser is taking a chance when purchasing a sleeve in that the purchaser likely will not have an idea as to the nature of the advertising material contained in the sleeve. Of course, the display carton could be printed in such a manner that it broadly describes the nature of the advertising or promotional material that might be expected on purchase of a sleeve, possibly influencing the actual purchase made by the purchaser. As an alternative the insert could be packaged in such a manner that the nature thereof is readily visible to the purchaser, as by having it lie adjacent the back face 32 of the sleeve as seen in Figure 5. The insert 34 may carry the complete advertising message M on its outer face, thereby allowing the purchaser to decide whether to purchase the sleeve with that particular advertising message associated therewith. Yet another alternative would be for the insert 34 to have its advertising message face the back face of the sleeve 12 and the outer face of the insert to have a very brief message thereon, merely hinting at what might be found on the obverse of the insert.
A further alternative is shown in Figure 6 wherein it is seen that the insert 30 is provided with a flap 36 that overlies the upper portion of the front face 22 of the sleeve 12.
The flap can carry a hint at what reward the insert might provide the purchaser of the sleeve. The flap would be small enough that it would not obscure the appealing image on the sleeve itself. Of course, the flap could be arranged so that it overlies the rear face 32 of the sleeve, leaving more of the front face available for the image to be printed thereon.
Yet another alternative arrangement is shown in Figure 7 wherein a flap 38 is shown attached to the top front edge of a sleeve 12. The flap 38 can be hingedly attached to the sleeve and preferably will be removably attached to the sleeve, as by way of a perforated fold or hinge line 40. The flap 38 could either hint at the contents of an insert 30 contained within the sleeve 12 or it could itself carry promotional material such as a discount coupon.
The coupon-carrying flap could be removed from the sleeve when it is removed from its protective wrap and redeemed at the user's leisure. The sleeve 12 would then be fitted to the cigarette tray as discussed above.
The foregoing description relates to the preferred embodiment of this invention, wherein there is a link or relationship between the advertising or promotional material provided on the insert members 30, 34 or the flaps 36, 38 and the graphic image appearing on a sleeve 12. However, such a linkage or tie-in is not essential for a full enjoyment of the advertising opportunities associated with the concept of an insert or flap carrying advertising or promotional material, which will be of interest to a smoker, and which flap or insert is in turn associated with a decorative sleeve as illustrated herein.
Hence it would be possible with the present invention for the advertising or promotional material carried by the inserts 30, 34 or by the flaps 36, 38 to be of a more general or less specific nature, without a clear link between the message carried thereby and the graphic image carried by the sleeve. Advertisers could therefore utilize the forum available through such sleeves and inserts and/or flaps to present material of an advertising or promotional nature that will be of general interest to the smoking public, without having to relate such material specifically to those individuals having a particular interest in the subject matter of the graphic image appearing on the sleeve per se.
Production of the advertising package of the present invention will require an extra step over and above the production of the original sleeve 12. For the embodiment of Figure 4 it will be necessary to physically move an insert 30 into a folded sleeve 12 prior to the sleeve-containing insert passing to the machine which encases it in a film of protective material such as cellophane. It might be necessary to perform the insertion step by hand, but this is a small price to pay when the potential rewards of the advertising campaign are contemplated. It would be less expensive to produce an advertising package in accordance with the embodiment of Figure 5 since it would be a simple matter to feed folded sleeves 12 and inserts 34 together into back-to-back or face-to-face or face-to-back abutment prior to feeding the assembly of sleeve and insert to the machine which encases the combination in cellophane.
In summary, the present invention presents an advertising package which particularly targets smokers having specific interests, the advertising or promotional material being of a nature that may be, but need not be, specifically related to graphic images found on sleeves intended to cover images appearing on cigarette packages or intended to replace existing sleeves utilized by the cigarette manufacturers.
The advertising can be readily changed on a regular basis and can be of such a nature that it promotes the sale of sleeves, as by presenting information that the purchaser wishes to collect (recipes, data, trivia, limericks, jokes, statistics, etc.), by presenting games of chance ("scratch and win"), or by presenting promotional material in the form of advertising or discount coupons, etc. The possibilities for such advertising or promotional material are boundless and will allow the imaginations of advertising people to run wild.
The foregoing has described the present invention in its presently anticipated form.
It is understood that variations of the invention might occur to skilled persons in the art and hence the protection to be afforded this invention is to be determined from the scope of the claims appended hereto.
Claims (24)
1. An advertising package comprising: a sleeve member configurable to receive therein a cigarette package so as to cover or contain said cigarette package, said sleeve member carrying on an outer face thereof a graphic image of a particular nature such as to be appealing to a consumer having a particular interest therein; an insert member carrying advertising or promotional material thereon; and a wrapping material encasing said sleeve member and said insert member.
2. The advertising package of claim 1 wherein said advertising or promotional material is related directly to the graphic image carried by said sleeve member so as to be directed specifically to a consumer having an interest in the subject matter of said graphic image.
3. An advertising package comprising: a sleeve member configurable to receive therein a cigarette package so as to cover or contain said cigarette package, said sleeve member carrying on an outer face thereof a graphic image of a particular nature such as to be appealing to a consumer having a particular interest therein; an insert member carrying advertising or promotional material thereon related directly to the graphic image carried by said sleeve member so as to be directed specifically to a consumer having an interest in the subject matter of said graphic image; and a wrapping material encasing said sleeve member and said insert member.
4. The advertising package of any one of claims 1, 2 or 3 wherein said wrapping material is a film of a clear, transparent material.
5. The advertising package of any one of claims 1, 2 or 3 wherein said wrapping material is a film of an opaque material.
6. The advertising package of claim 4 or claim 5 wherein said sleeve member is in a flat, folded condition when encased in said material, said insert member being located within said sleeve member so as to be hidden from view.
7. The advertising package of claim 4 wherein said sleeve member is in a flat, folded condition when encased in said material, said graphic image is positioned on a front face of said sleeve member, and said insert member is located flat against a back face of said sleeve member and is visible through said material.
8 The advertising package of claim 7 wherein the advertising or promotional material carried by said insert member faces outwardly of said sleeve member so as to be visible through said material.
9. The advertising package of claim 7 wherein the advertising or promotional material carried by said insert member faces inwardly of said sleeve member so as to be hidden from view.
10. The advertising package of claim 9 including additional advertising or promotional material on said insert member, facing outwardly of said sleeve member so as to be visible through said material.
11. The advertising package of claim 4 wherein said sleeve member is in a flat, folded condition when encased in said material, said insert member being located within said sleeve member so as to be hidden from view, said insert member including a flap which overlies a portion of said sleeve member and carries a hint at the contents of the insert member.
12. An advertising package comprising: a sleeve member configurable to receive therein a cigarette package so as to cover or contain said cigarette package, said sleeve member carrying on an outer face thereof a graphic image of a particular nature such as to be appealing to a consumer having a particular interest therein; a flap member carrying advertising or promotional material thereon; said flap member being hingedly attached to said sleeve member along one edge of said sleeve member and overlying an adjacent surface of said sleeve member; and a wrapping material encasing said sleeve member and said flap member.
13. The advertising package of claim 12 wherein said advertising or promotional material is related directly to the graphic image carried by said sleeve member so as to be directed specifically to a consumer having an interest in the subject matter of said graphic image.
14. An advertising package comprising: a sleeve member configurable to receive therein a cigarette package so as to cover or contain said cigarette package, said sleeve member carrying on an outer face thereof a graphic image of a particular nature such as to be appealing to a consumer having a particular interest therein; a flap member carrying advertising or promotional material thereon related directly to the graphic image carried by said sleeve member so as to be directed specifically to a consumer having an interest in the subject matter of said graphic image; said flap member being hingedly attached to said sleeve member along one edge of said sleeve member and overlying an adjacent surface of said sleeve member; and a wrapping material encasing said sleeve member and said flap member.
15. The advertising package of any one of claims 12, 13 or 14 wherein said flap member is removably attached to said sleeve member.
16. A sales display comprising a display carton adapted to rest on a counter or other flat surface, said carton carrying a plurality of sets of sleeve members, each such sleeve member being configurable to receive therein a cigarette package so as to cover said cigarette package, each said sleeve member carrying on an outer face thereof a graphic image of a particular nature such as to be appealing to a consumer having a particular interest therein; a separate member associated with each sleeve member and carrying advertising or promotional material thereon; and a wrapping material encasing each said sleeve member and separate member associated therewith.
17. The sales display of claim 16 wherein said advertising or promotional material is related directly to the graphic image carried by each said sleeve member so as to be directed specifically to a consumer having an interest in the subject matter of said graphic image.
18. A sales display comprising a display carton adapted to rest on a counter or other flat surface, said carton carrying a plurality of sets of sleeve members, each such sleeve member being configurable to receive therein a cigarette package so as to cover said cigarette package, each said sleeve member carrying on an outer face thereof a graphic image of a particular nature such as to be appealing to a consumer having a particular interest therein; a separate member associated with each sleeve member and carrying advertising or promotional material thereon related directly to the graphic image carried by each said sleeve member so as to be directed specifically to a consumer having an interest in the subject matter of said graphic image; and a wrapping material encasing each said sleeve member and separate member associated therewith.
19. The sales display of any one of claims 16, 17 or 18 wherein the sleeve members of each set of sleeve members carry the same graphic image thereon, the graphic image associated with any one set of sleeve members being different from the graphic images associated with other sets of sleeve members.
20. The sales display of any one of claims 16 to 19 wherein said display carton includes an insert having a plurality of angled cutouts along each side thereof, each pair of opposite cutouts being adapted to receive a single set of sleeve members.
21. The sales display of any one of claims 16 to 20 wherein said separate member is an insert member carried within the associated sleeve member.
22. The sales display of any one of claims 16 to 20 wherein said separate member is an insert member carried adjacent a rear face of the associated sleeve member.
23. The sales display of any one of claims 16 to 20 wherein said separate member is a flap member hingedly attached to the associated sleeve member along one edge thereof.
24. The sales display of claim 21 wherein said insert member has a flap hingedly attached to one edge thereof, said flap adapted to overly a portion of a face of the associated sleeve member when said insert is contained within such sleeve member
Priority Applications (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CA002349361A CA2349361A1 (en) | 2001-05-31 | 2001-05-31 | Advertising package for cigarette packages |
Applications Claiming Priority (1)
| Application Number | Priority Date | Filing Date | Title |
|---|---|---|---|
| CA002349361A CA2349361A1 (en) | 2001-05-31 | 2001-05-31 | Advertising package for cigarette packages |
Publications (1)
| Publication Number | Publication Date |
|---|---|
| CA2349361A1 true CA2349361A1 (en) | 2002-11-30 |
Family
ID=4169173
Family Applications (1)
| Application Number | Title | Priority Date | Filing Date |
|---|---|---|---|
| CA002349361A Abandoned CA2349361A1 (en) | 2001-05-31 | 2001-05-31 | Advertising package for cigarette packages |
Country Status (1)
| Country | Link |
|---|---|
| CA (1) | CA2349361A1 (en) |
Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| WO2005092129A1 (en) * | 2004-03-29 | 2005-10-06 | Hayat Nicholas Haddad | A case for a cigarette packet |
-
2001
- 2001-05-31 CA CA002349361A patent/CA2349361A1/en not_active Abandoned
Cited By (1)
| Publication number | Priority date | Publication date | Assignee | Title |
|---|---|---|---|---|
| WO2005092129A1 (en) * | 2004-03-29 | 2005-10-06 | Hayat Nicholas Haddad | A case for a cigarette packet |
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