As a combined industry FMCG is under increasing threat. Ill-thought through and unevidenced legislation is creeping from market to market and eroding the ability of brands to compete and attacking their long held IP. From salt levels through sugar to alcohol the slippery slope has begun. JTI wanted to take the experience of tobacco, to create an industry wide debate and to open FMCG’s eyes to the unforeseen consequences.

Imagine a world void of identity. Only we have the answer. We designed a touring, dismal ‘circus’ experience, to show brands under attack which launched in September 2016:-

• a magician performs card tricks to represent the ‘now you see them, soon you won’t’ message

• the Wheel of Misfortune demonstrates excessive legislation across soft drinks, fast food, alcohol and confectionery.

• an animation in a ‘peep show’ viewing box, shows clowns cooking up a recipe for disaster and dramatising the failure of unbalanced legislation.

• the Easy Target sitting duck stand shows how brands are in the firing line when governments impose regulations that simply don’t work.

• a Fortune Teller machine deals out fortunes with a ‘What you can do next?’ call to action with a link to a microsite.

• the Shop of the Future displays branding bans and gives away plain packaged chocolate bars and fizzy drinks.