ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing

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ATTACK Toolkit Webinaron Big Tobacco's Emerging Marketing

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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


Radio


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

http://urbanwave.ru/index.php?do=static&page=main


Urban Wave is Urban Community


Urban Wave


Urban Wave is

http://discovermore.by/


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


Ukraine


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.”

http://en.wikipedia.org/wiki/Adam_Levine

http://www.youtube.com/watch?v=siHBbD7sDhY&feature=player_embedded


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.

a


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

a


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

http://www.tobaccocommons.com/

http://www.tobaccoproduct.org/

http://www.facebook.com/

http://www.godskitchen.com/

http://www.globalpost.com/dispatch/indonesia/101104/indonesia-volcano-philip-morris-



http://tobaccodocuments.org/blum_oral/

http://www.blumarchive.com/

http://www.trinketandtrash.com/



The End


Kimberly Bankston-LeeSenior Project [email protected] x211

Alex TyannikovProject [email protected] x206

Julia PurperaInternational Tobacco Control Policy Evaluation Project Roswell Park Cancer [email protected]

mailto:[email protected]



Health & Medicine

ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing