ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing

ATTACKtobacco.net TobaccoCommons.com

ATTACK Toolkit Webinaron Big Tobacco's Emerging Marketing

1-12-12

ATTACK Toolkit Overview

Big Tobacco's Emerging Marketing

Question & Answer

Big Tobacco’s Emerging Marketing

by Julia PurperaRoswell Park Cancer

Institute

www.tobaccocommons.com

www.tobaccoproducts.org

www.blumarchive.com

www.roswellitc.org

Tobacco Marketing in the 20th Century

Trading Cards

Movies

Television

1966 John Banzaf

• Fairness Doctrine

• 1971 Last Commercial Aired

MTV’s Real World

Role Models in 1994

MTV’s Jersey Shore

Role Models in 2011

Winston NASCAR

Sponsorships

1977 Doctors Ought to Care (DOC)

Drs. Alan Blum and Rick Richards founded Doctors Ought to Care and begin the first paid marketing campaign against the tobacco industry.

Blum (verb)

Houston Chronicle 1998

Rice University 1998George Strait

Sponsored by GPC Cigarettes

Tobacco Marketing in the 21st Century

USA 2008

5 shows in 2008

• Pittsburg, PA

• Columbus, Ohio

• Cleveland, Ohio

• Portland, Oregon

• Newport, Kentucky

Camel Website 2008

Free E-Ticket

The Dolphin

Access to VIP

Free Food and Games

Tobaccoproducts

Camel Tent Kansas

USA Festivals

real time tobacco marketing monitoringTobaccoCommons.com

American Spirits

Marlboro Experience

Marlboro Mobile

Quick response or QR codes

QR Codes in Croatia

Just as today’s prevalent smoking bans can lead to a lot of cigarette butts on the doorsteps of public places, so the increasingly smoke-free world can make it difficult for smokers to find a place to enjoy their habit. Enter Croatian cigarette brand Ronhill, which has begun to use QR codes on its packaging to help consumers find a nearby place to smoke.

International Tobacco Marketing

21st Century

Dark Marketing

“Dark (or covert) marketing is the concept of brand building and demand-creation through largely ‘invisible’ and unregulated media: marketing below the radar.”

Chris Cox 2007

What is Godskitchen?

• Promoters / DJ’s– Chris Griffin– Tyrone Mathews – International club brand– Responsible for organizing numerous events around the world– Proprietors of AIR nightclub in Birmingham, England – Owns an independent in-house music label

• Primarily promoting Anthem or Uplifting Trance DJ’s

such as:– Armin Van Buren– Markus Schultz– Glenn Morrison– Tocadisco– Cosmic gate

Residence include:Mickey SlimDeep City SoulPaul Thomas Mark Eteson

Godskitchen?

What is Urban Wave?

Urban Wave is

Urban Wave is Urban Community

Urban Wave

Urban Wave is

Urban Wave is a Pirate Radio Network

Urban Wave is

Japan Tobacco INC Trademarked Urban Wave

Who is Urban Wave?

Urban Wave is Japan Tobacco International

Pierre de Labouchere: President &CEO Previous Experience: RJ Reynolds France

Thomas A McCoy: COO Previous Experience: RJ Reynolds -1985 Marketing Director

Martin Braddock: Romania Adriatic Previous Experience: RJ Reynolds -1993

Jorg Schappei: Human Resources Previous Experience RJ Reynolds

Paul Bourassa: Legal Regulatory Affairs and Compliance Previous Experience: RJ Reynolds -1993

Hans-Gerd Hesse: Asia Pacific Previous Experience:

RJ Reynolds - 1988

Bill Schulz: Asia Pacific Previous Experience:

RJ Reynolds -1981

Fadoul Pekhazis: Middle/Near East Previous Experience:

RJ Reynolds -1988

Russia

Spain 2011

Mexico

South Africa

Istanbul, Turkey 2011

Last.fm

Godskitchen Website

Streets of Istanbul, Turkey

Camel Black And White• Answer to Plain Packaging?

Jordan

Poland

Romania

Ukraine

Belarus

Hockey Size Arena

Freedom Music

Belarus Winston Freedom Music

Ukraine Freedom Music

Russia Winston Freedom Music

Last FM

Philippines 2011

Malaysia

South America 2011

Argentina

Ice Fresh

Silvermint

Brand Ambassadors

Social Media

Facebook / Social Networks

Facebook: Joe Camel is still working

Camel Paraguay/Bolivia

The Surya Pro Mild Case

Brand SURYA PRO MILD

Type Kretek

Company Gudang Garam Tbk PTa domestic Indonesian company

Advertising Surya Pro Mild, maintained music and sporting sponsorships, television and outdoor advertising campaigns

Maroon 5 Maroon 5 is an American rock band from Los Angeles, California formed in 1996.

Lead vocalist and rhythm guitarist Adam Levine participates in various cancer outreach

campaigns.

Adam Levine’s effort to raise awareness for

prostate and testicular cancer.

In 2010 Maroon 5 created a video with yroswell a grassroot

organization at RPCI stating

“maroon 5 believes in a world with out

cancer.”

Twitter Maroon 5 Concert Announcement

• Java Musikindo well known Indonesian promoter• Maroon 5 event SOLD OUT in couple of weeks• Event date April 27, 2011

English Translation via Google translateOriginal Indonesian

The “I want to watch Maroon 5” contest, which travelled through 7 cities in Indonesia:

Jakarta, Bandung, Yogyakarta, Semarang, Surabaya, Medan, Palembang.

Pro Mild Database entry stationin Indonesian Mall

Waiting in queue at the Food Court Indonesian Mall

Surya Pro Mild Brand Ambassadors

Warning label at bottom of screen

Bio Data Entry Computer

Show Your Friends

Now get your picture taken in front of the cigarette advertisement:

Surya Pro Mild Uploads your pictures to their Facebook and Twitter ApplicationsSo that others can vote in the contestant.

Smoking Doesn’t kill…Not getting your girl a Maroon 5 Ticket does

Winner of Contest

Surya Pro gives the contestant a token photo to take home.

This is Saya; she explains how to vote in the contest.

Surya Pro Mild Facebook Page

The “Maroon 5” or Surya Pro Mild application asks me to

give them my info with one “allow” click.

You must click allow to vote.

The Maroon 5 App

Vote for Your Friends

The app prompts you to invite your friends on Facebook

Now that I “like” Surya Pro’s page Every day I see their updates

The StatsIndonesian City Contestants Votes made

Jakarta 615 * 5220 *

Bandung 330 * 2178 *

Yogyakarta 528

Semarang 427* 775*

Surabaya 469

Medan 225 60

Palembang 232 723

*Means maroon 5 picture was used as pack drop -after Maroon 5 learned of the contest their management asked for their pics to be removed-numbers as of March 24, 2011. Contest ends April 2011-2 photography and database sessions in Jakarta

John Baker Australia

Victory

Mount Merapi, Indonesia A Volatile Volcano Erupts

Rescue Tobacco Marketing

What’s next?

Trademarked by JT International Class 34 for cigarettesClass 41 for promotional events

References• Tobaccocomons.com• Tobaccoproduct.com• A. Miranda• Facebook• Godskitchen.com• http://www.globalpost.com/dispatch/indon

esia/101104/indonesia-volcano-philip-morris-

• Dr. Blum’s Smokeless Collection• www.blumarchive.com• www.trinketandtrash.com

The End

Kimberly Bankston-LeeSenior Project Directorklee@sacbreathe.org916-444-5900 x211

Alex TyannikovProject Manageratyannikov@sacbreathe.org916-444-5900 x206

Julia PurperaInternational Tobacco Control Policy Evaluation Project Roswell Park Cancer InstituteJulia.Purpera@RoswellPark.org

ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing

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