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ATTACK Toolkit Webinaron Big Tobacco's Emerging Marketing
1-12-12
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ATTACK Toolkit Overview
Big Tobacco's Emerging Marketing
Question & Answer
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Big Tobacco’s Emerging Marketing
by Julia PurperaRoswell Park Cancer
Institute
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www.tobaccocommons.com
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www.tobaccoproducts.org
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www.blumarchive.com
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www.roswellitc.org
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Tobacco Marketing in the 20th Century
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Trading Cards
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Radio
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Movies
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Television
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1966 John Banzaf
• Fairness Doctrine
• 1971 Last Commercial Aired
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MTV’s Real World
Role Models in 1994
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MTV’s Jersey Shore
Role Models in 2011
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Winston NASCAR
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Sponsorships
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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.
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Blum (verb)
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Houston Chronicle 1998
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Rice University 1998George Strait
Sponsored by GPC Cigarettes
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Tobacco Marketing in the 21st Century
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USA 2008
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5 shows in 2008
• Pittsburg, PA
• Columbus, Ohio
• Cleveland, Ohio
• Portland, Oregon
• Newport, Kentucky
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Camel Website 2008
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Free E-Ticket
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The Dolphin
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Access to VIP
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Free Food and Games
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Tobaccoproducts
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Camel Tent Kansas
USA Festivals
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real time tobacco marketing monitoringTobaccoCommons.com
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American Spirits
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Marlboro Experience
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Marlboro Mobile
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Quick response or QR codes
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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.
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International Tobacco Marketing
21st Century
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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
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What is Godskitchen?
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• 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?
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What is Urban Wave?
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Urban Wave is
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Urban Wave is
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Urban Wave is Urban Community
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Urban Wave
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Urban Wave is a Pirate Radio Network
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Urban Wave is
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Japan Tobacco INC Trademarked Urban Wave
Who is Urban Wave?
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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
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Russia
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Spain 2011
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Mexico
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South Africa
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Istanbul, Turkey 2011
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Last.fm
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Godskitchen Website
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Streets of Istanbul, Turkey
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Camel Black And White• Answer to Plain Packaging?
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Jordan
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Poland
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Romania
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Ukraine
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Ukraine
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Ukraine
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Belarus
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Hockey Size Arena
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Freedom Music
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Belarus Winston Freedom Music
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Ukraine Freedom Music
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Russia Winston Freedom Music
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Last FM
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Philippines 2011
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Malaysia
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South America 2011
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Argentina
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Ice Fresh
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Silvermint
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Brand Ambassadors
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Social Media
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Facebook / Social Networks
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Facebook: Joe Camel is still working
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Camel Paraguay/Bolivia
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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
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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.”
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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
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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.
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Pro Mild Database entry stationin Indonesian Mall
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Waiting in queue at the Food Court Indonesian Mall
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Surya Pro Mild Brand Ambassadors
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Warning label at bottom of screen
Bio Data Entry Computer
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Show Your Friends
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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.
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Smoking Doesn’t kill…Not getting your girl a Maroon 5 Ticket does
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Winner of Contest
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Surya Pro gives the contestant a token photo to take home.
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This is Saya; she explains how to vote in the contest.
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Surya Pro Mild Facebook Page
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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
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The Maroon 5 App
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Vote for Your Friends
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The app prompts you to invite your friends on Facebook
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Now that I “like” Surya Pro’s page Every day I see their updates
a
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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
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John Baker Australia
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Victory
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Mount Merapi, Indonesia A Volatile Volcano Erupts
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Rescue Tobacco Marketing
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What’s next?
Trademarked by JT International Class 34 for cigarettesClass 41 for promotional events
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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
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The End
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Kimberly Bankston-LeeSenior Project [email protected] x211
Alex TyannikovProject [email protected] x206
Julia PurperaInternational Tobacco Control Policy Evaluation Project Roswell Park Cancer [email protected]
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