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Showing posts with label cigarettes news. Show all posts
Showing posts with label cigarettes news. Show all posts
Tobacco firms' subtle tactics lure smokers to their brand
Picture the scene: You walk into a chic bar where the clientele is young and the drinks reassuringly expensive; you note the stylish combination of red and white furniture, the impressive attention to detail that goes into everything from the cushions to the ashtrays. Suddenly, inexplicably, you urgently want to smoke a Marlboro cigarette.
It sounds the stuff of bad science fiction, but Philip Morris, the manufacturer of Marlboro, is such a believer in 'experiential' marketing - where furniture and design are used to subtly convey a brand's strengths - it has created a crack team to transform the insides of Britain's upmarket bars and music events, in an attempt to boost its profits.
As a smoking ban in England nears and tobacco advertising has been banned, cigarette companies have had to find other ways to sell their products.
Internal marketing plans, drawn up by the company last year and obtained by The Observer, show that Philip Morris offered financial incentives to managers to fill their bars with furniture bearing the Marlboro logo or place its branded ashtrays and vending machines in areas where smoking is allowed.
'Should you take up this offer [of ashtrays], Philip Morris will give you a £20 music voucher from HMV as a token of their thanks,' the marketing teams were instructed to tell the managers.
The company also experimented with subliminal ways of communicating its brand, through themed bar areas which could be put up at major social events, and did not feature the Marlboro logo or its packaging.
These 'installations', as they were called, created lounge areas by placing comfortable red sofas in front of video screens showing scenes redolent of Wild West 'Marlboro country' to convey the essence of the cigarette brand while circumnavigating sponsorship bans.
One plan Philip Morris experimented with was the use of 'chill out' smoking areas. These featured a sofa shaped like a bath, to give the impression it was an area in which smokers could relax, subtly suggesting cigarettes help people deal with stress.
'Philip Morris would pay for the installation - known as the Marlboro Motel - to be erected. That way the company could say they were paying for the right to sell cigarettes rather than sponsoring an event,' said one person familiar with the installations.
Experts said the company was not alone in trying to find new ways to communicate its brand amid severe marketing restrictions.
'All that former advertising money has to go somewhere,' said one industry insider. 'The tobacco firms are looking to create extensive "design languages" in bars and clubs and other venues through the use of particular types of furniture or material which will make people think of their brands.'
Experts said such marketing was becoming increasingly popular. 'The more subtle the message, the more likely it is to be accepted,' said Gerard Hastings, director of the Institute for Social Marketing and Center for Tobacco Control based at Stirling University.
'If you see something blatant, it forewarns you. But if it's something subliminal it will go under the radar.'
The elite teams of marketing experts were armed with scripts to use when approaching bar managers and event promoters. 'Our customers are your customers,' runs the script. 'Nearly 80 per cent of Marlboro smokers are ABC1, aged 18 to 35.'
The teams were told to stress:'Marlboro is arguably the world's best known brand after Coca-Cola.'
The project was part of a wider plan to target affluent smokers aged between 18 and 35. The company sought to secure exclusive retail rights at the 2004 Glastonbury festival, and a number of other high-profile music events where attractive female 'Marlboro models' would sell cigarettes.
Since last December all cigarette advertising is banned except small displays on vending machines.
Amanda Sanford, research director of the anti-smoking group Ash, said the marketing plans raised serious concerns. 'Cigarette advertising is going underground, it's becoming more covert. This just shows the need for greater vigilance.'
A spokeswoman for Philip Morris said the company did not to discuss its marketing plans, but added: 'We have a range of strategies to support Marlboro which, combined with the taste of the product, have helped to contribute to its success.'
Leo Burnett Moscow launched advertisement of new sort of cigarettes Virginia Slims
Company targeted for refined, learned and intellectual smokers, who are captivated by books, TV and creation.
Press secretary of PA Leo Burnett Moscow informs that all series of Virginia Slims are updated. New product has appeared - Virginia Slims Ultra Light with light and soft taste. Also it was reduced gums and nicotine substance for Virginia Slims Full Flavor cigarettes and was updated the composition of tobacco in Virginia Slims Light cigarettes.
In addiction, was elaborated new design of pack that will accentuate the spring mood.
Company uses such media as advertising in subway and press and also informational inserts in the cigarettes packs.
In addiction, information about updated cigarettes series is directed only to adult people, who have more than 18 years old and who want to receive information like that trough mail or subscribes.
In the market place, company passes actions to promote the tobacco products and build the image of trademark.
Non-traditional cigarettes will come into the market
Euro Commission proposed in 2009 year to introduce a ban for the sale of traditional cigarettes in Europe.
In result, Tobacco Companies will be obligated to produce fire-safe cigarettes.
"Euro Commission plans to ban traditional cigarettes for 2009-2010 years and engage smokers to use only fire-safe cigarettes."
Fire-safe cigarettes will be produced from a special paper for cigarettes with small ruptures. If from it somebody wouldn’t inhale, this cigarette will be automatically going out.
According to Euro Commission, daily about 2000 Europeans die from fire, caused by the lighten cigarettes.
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You may share you opinion in tobacco forum and discuss cigarette and tobacco topics with other interested persons.
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Sovereign - we know what smokers-pragmatics want
The Agency of communications Magic Box reported about the development of advertising campaign of federal scale for the tobacco brand Sovereign (producer - Gallaher Liggett-Ducat).
The company with impressive slogan “Now you know what you choose” has to increase knowledge of the audience about Sovereign brand and to stimulate of test purchase.
With this, agency appeals to smokers-pragmatics with analytical turn of mind, who don’t trust advertising and want to know the truth about the product.
And the agency is intended to “run it down straight from the shoulder”.
The Agency worked out key visuals for advertisement in press, promo-site and promo-materials for BTL-action.
Occasional matches for occasional cigarettes in occasional advertisement of occasional smoking
Extreme Group advertising agency worked out a partisan campaign and set of posts for the Prince Edward Island Lung Association.
There can’t be such concepts as "some" or "sometimes" in smoking related questions, as there is no such concept as "just a little bit pregnant".
You either smoke, or don’t smoke. Prince Edward Island Lung Association is fully confident in this idea, because it studies this topic for a long period of time and knows almost all the nuances about "occasional" smokers at the age of 25.
Then it launched its first set of posts about smoking "on occasion".
Cigarette packs with the name "Only when I’m drinking", "Sometimes smokes" and "Examination cigarettes" look not only funny, but they also reproduce the main idea of slogan – "It doesn’t matter what you call it, it’s still smoking".
Also, as a support to the set of posts, the Association produced occasional matches for your occasional cigarettes.
The Breathers Pub
This picture is an advertisement of the First Non-Smoking Pub in United Arab Emirates.
I’d like to mention that in the time of today’s universal tendency towards smoking ban in public places, this advertisement may be perceived inversely – “smoke and drink beer!”
Anyway, the idea is great! I’m sure that lot’s of smokers and non-smokers are interested in this place.
Vogue: uncovering Inspiration
Moscow, 30th of May – British American Tobacco, Russia put on the Russian market the first exclusive art collection of its brand for women.
Today, BAT Russia presents the collection limited edition of Vogue cigarette brand – art collection “Uncovering Inspiration”.
Up to the end of the July Moscow Vogue-lovers and art-admirers can appreciate new authors’ packs.
The first “private collection” of the brand includes three mini-collections, associated with one stirring theme – charm of feminity.
Three artists caught the quirk of spirits and the secret of fascinating charm by intuition.
In their works they depicted their vision of three flavors of Vogue: Bleue, Lilas and Menthe.
Advertising campaign
The American Legacy Foundation teaches to live without smoking
Austin, Texas, April, 12 – GSD$M Agency created the series of trailers for spring advertising campaign against smoking – EX, the author of which is The American Legacy Foundation in collaboration with Mayo Clinic.
Trailers of the “Re-learn” company are about smokers, who can’t imagine how is possible to do common things – drink coffee, drive a car, eat – without a cigarette.
Relearned trailers support people, who are going to give up smoking, showing jokingly, how to do all these things without smoking.
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