Your Design Here

Yesterday I bought a buy one get one free cigarette deal on Camel Infused, and one of the two boxes was completely white, with the words "YOUR DESIGN HERE" on the front of the pack. When I turned it over, it told me, "This is not just a pack of smokes. This is a chance for you to tap into your creativity. We're inviting you to design one of 100 original signature packs that will be created each year." So, apparently we have taken design to a whole new level. Now, not only are we afforded the chance to design our own pair of Vans or Nikes, but our own cigarette pack. This left me wondering, "Does the RJReynolds Tobacco Company know that their target audience/consumers are likely to be creative types?" I'm not sure what the correlation is between creativity and smoking cigarettes, but I thought it was interesting that Daniel Pink's theory even extends to a product that less and less people are convinced to buy (what with all the anti-smoking campaigns, and smoking bans in many counties and cities).