... this happen? Not at all. Instead of passively accepting their fate, firms seemingly viewed plain packaging as more opportunity than threat. Their objective was to devise strategies that would help effectively: counteract the negative effect of the new regulation; differentiate their brands...

... Purpose Reviews a paper on packaging design, to highlight the link between successful sales and marketing strategy and packaging. Design/methodology/approach Combines theory with case study to highlight the issues to consider in successful package design. Findings...