The argument is not entirely clear. Perhaps the idea is that non-smokers should rally to the cause for this is but the first step on the path to a Repo Man dystopia of generic branding and decomposing aliens in the boots of 1964 Chevy Malibus, and alcohol will be next.
Not to mention the label's typography! Drei Fonteinen Oude Geuze just wouldn't taste the same without Papyrus.
The alternative warning is that plain-pack regulations will turn NZ into a stylised, schematised Patrick Caulfield painting.