ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing

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This slideshow is from the ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing on 1-12-12. It is designed for tobacco control advocates and enthusiasts working with youth and young adults. Julia Purpera, the person behind www.TobaccoCommons.com, shared about her efforts to keep track of emerging marketing trends.

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  • Hello Introduction Brother story “who smokes these days?” If we don’t spend time around the people who smoke it is possible to think that barely anyone smokes!
  • ATTACK Toolkit is a free resource for anti-smoking advocate and tobacco control professionals working with young adults. Funded by the Public Health Trust, the toolkit has information about (1) the tobacco industry marketing tactics; (2) best intervention strategies in policy, lifestyle branding, community education and cessation. In addition, (3) it provides tools to create research and evaluation plans. The toolkit also hosts a password protected networking feature so that tobacco control professionals can share tools and collaborate with each other. Needs Assessment In-Depth Interviews Educational Material Review Section 1 Section 2 Section 3
  • Needs Assessment In-Depth Interviews Educational Material Review Section 1 Section 2 Section 3
  • Two Skoal Girls were checking to make sure everyone wjho entered was 18. Insdie the tent itself I signed up for a leather jacket sweepstakes and recived a blinking skial sticer, then got a free sample opf wintertgreen fine cut, then got inline to get an autographed photo of skoals
  • ATTACK Toolkit Webinar on Big Tobacco's Emerging Marketing

    1. 1. ATTACK Toolkit Webinar on Big Tobaccos Emerging Marketing 1-12-12ATTACKtobacco.net TobaccoCommons.com
    2. 2. ATTACK Toolkit Overview Big Tobaccos Emerging Marketing Question & AnswerATTACKtobacco.net TobaccoCommons.com
    3. 3. ATTACKtobacco.net TobaccoCommons.com
    4. 4. ATTACKtobacco.net TobaccoCommons.com
    5. 5. Big Tobacco’s Emerging Marketing by Julia Purpera Roswell Park Cancer InstituteATTACKtobacco.net TobaccoCommons.com
    6. 6. ATTACKtobacco.net TobaccoCommons.com
    7. 7. ATTACKtobacco.net TobaccoCommons.com
    8. 8. www.tobaccocommons.comATTACKtobacco.net TobaccoCommons.com
    9. 9. www.tobaccoproducts.orgATTACKtobacco.net TobaccoCommons.com
    10. 10. www.blumarchive.comATTACKtobacco.net TobaccoCommons.com
    11. 11. www.roswellitc.orgATTACKtobacco.net TobaccoCommons.com
    12. 12. Tobacco Marketing in the 20 th CenturyATTACKtobacco.net TobaccoCommons.com
    13. 13. Trading CardsATTACKtobacco.net TobaccoCommons.com
    14. 14. RadioATTACKtobacco.net TobaccoCommons.com
    15. 15. MoviesATTACKtobacco.net TobaccoCommons.com
    16. 16. TelevisionATTACKtobacco.net TobaccoCommons.com
    17. 17. 1966 John Banzaf • Fairness Doctrine • 1971 Last Commercial AiredATTACKtobacco.net TobaccoCommons.com
    18. 18. MTV’s Real World Role Models in 1994ATTACKtobacco.net TobaccoCommons.com
    19. 19. MTV’s Jersey Shore Role Models inATTACKtobacco.net 2011 TobaccoCommons.com
    20. 20. Winston NASCARATTACKtobacco.net TobaccoCommons.com
    21. 21. SponsorshipsATTACKtobacco.net TobaccoCommons.com
    22. 22. 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.ATTACKtobacco.net TobaccoCommons.com
    23. 23. ATTACKtobacco.net TobaccoCommons.com
    24. 24. ATTACKtobacco.net TobaccoCommons.com
    25. 25. ATTACKtobacco.net TobaccoCommons.com
    26. 26. Blum (verb)ATTACKtobacco.net TobaccoCommons.com
    27. 27. Houston Chronicle 1998ATTACKtobacco.net TobaccoCommons.com
    28. 28. Rice University 1998 George Strait Sponsored by GPC CigarettesATTACKtobacco.net TobaccoCommons.com
    29. 29. ATTACKtobacco.net TobaccoCommons.com
    30. 30. ATTACKtobacco.net TobaccoCommons.com
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    37. 37. ATTACKtobacco.net TobaccoCommons.com
    38. 38. Tobacco Marketing in the 21st CenturyATTACKtobacco.net TobaccoCommons.com
    39. 39. USA 2008ATTACKtobacco.net TobaccoCommons.com
    40. 40. 5 shows in 2008 • Pittsburg, PA • Portland, Oregon • Columbus, Ohio • Newport, Kentucky • Cleveland, OhioATTACKtobacco.net TobaccoCommons.com
    41. 41. Camel Website 2008ATTACKtobacco.net TobaccoCommons.com
    42. 42. Free E-TicketATTACKtobacco.net TobaccoCommons.com
    43. 43. ATTACKtobacco.net TobaccoCommons.com
    44. 44. ATTACKtobacco.net TobaccoCommons.com
    45. 45. The DolphinATTACKtobacco.net TobaccoCommons.com
    46. 46. ATTACKtobacco.net TobaccoCommons.com
    47. 47. ATTACKtobacco.net TobaccoCommons.com
    48. 48. Access to VIPATTACKtobacco.net TobaccoCommons.com
    49. 49. Free Food and GamesATTACKtobacco.net TobaccoCommons.com
    50. 50. ATTACKtobacco.net TobaccoCommons.com
    51. 51. ATTACKtobacco.net TobaccoCommons.com
    52. 52. ATTACKtobacco.net TobaccoCommons.com
    53. 53. ATTACKtobacco.net TobaccoCommons.com
    54. 54. TobaccoproductsATTACKtobacco.net TobaccoCommons.com
    55. 55. USA Festivals Camel Tent KansasATTACKtobacco.net TobaccoCommons.com
    56. 56. TobaccoCommons.com real time tobacco marketing monitoringATTACKtobacco.net TobaccoCommons.com
    57. 57. ATTACKtobacco.net TobaccoCommons.com
    58. 58. American SpiritsATTACKtobacco.net TobaccoCommons.com
    59. 59. ATTACKtobacco.net TobaccoCommons.com
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    63. 63. ATTACKtobacco.net TobaccoCommons.com
    64. 64. Marlboro ExperienceATTACKtobacco.net TobaccoCommons.com
    65. 65. Marlboro MobileATTACKtobacco.net TobaccoCommons.com
    66. 66. ATTACKtobacco.net TobaccoCommons.com
    67. 67. ATTACKtobacco.net TobaccoCommons.com
    68. 68. ATTACKtobacco.net TobaccoCommons.com
    69. 69. Quick response or QR codesATTACKtobacco.net TobaccoCommons.com
    70. 70. 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.ATTACKtobacco.net TobaccoCommons.com
    71. 71. International Tobacco Marketing 21st CenturyATTACKtobacco.net TobaccoCommons.com
    72. 72. 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 2007ATTACKtobacco.net TobaccoCommons.com
    73. 73. What is Godskitchen?ATTACKtobacco.net TobaccoCommons.com
    74. 74. 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 Residence include: – Glenn Morrison Mickey Slim Deep City Soul – Tocadisco Paul Thomas Mark – Cosmic gate EtesonATTACKtobacco.net TobaccoCommons.com
    75. 75. What is Urban Wave?ATTACKtobacco.net TobaccoCommons.com
    76. 76. Urban Wave isATTACKtobacco.net TobaccoCommons.com
    77. 77. Urban Wave isATTACKtobacco.net TobaccoCommons.com
    78. 78. Urban Wave is Urban CommunityATTACKtobacco.net TobaccoCommons.com
    79. 79. Urban WaveATTACKtobacco.net TobaccoCommons.com
    80. 80. Urban Wave isATTACKtobacco.net TobaccoCommons.com
    81. 81. Urban Wave is a Pirate Radio NetworkATTACKtobacco.net TobaccoCommons.com
    82. 82. Urban Wave isATTACKtobacco.net TobaccoCommons.com
    83. 83. Who is Urban Wave? Japan Tobacco INC Trademarked Urban WaveATTACKtobacco.net TobaccoCommons.com
    84. 84. Urban Wave is Japan Tobacco International Pierre de Labouchere: President &CEO Paul Bourassa: Legal Previous Experience: Regulatory Affairs and Compliance Previous RJ Reynolds France Experience: RJ Reynolds -1993 Thomas A McCoy: COO Previous Experience: Hans-Gerd Hesse: Asia RJ Reynolds Pacific Previous -1985 Marketing Experience: Director RJ Reynolds - 1988 Martin Braddock: Romania Bill Schulz: Asia Pacific Adriatic Previous Experience: Previous Experience: RJ Reynolds -1981 RJ Reynolds -1993 Fadoul Pekhazis: Middle/Near East Jorg Schappei: Human Previous Experience: Resources Previous RJ Reynolds -1988 ExperienceATTACKtobacco.net RJ Reynolds TobaccoCommons.com
    85. 85. RussiaATTACKtobacco.net TobaccoCommons.com
    86. 86. Spain 2011ATTACKtobacco.net TobaccoCommons.com
    87. 87. MexicoATTACKtobacco.net TobaccoCommons.com
    88. 88. South AfricaATTACKtobacco.net TobaccoCommons.com
    89. 89. Istanbul, Turkey 2011ATTACKtobacco.net TobaccoCommons.com
    90. 90. Last.fmATTACKtobacco.net TobaccoCommons.com
    91. 91. Godskitchen WebsiteATTACKtobacco.net TobaccoCommons.com
    92. 92. Streets of Istanbul, TurkeyATTACKtobacco.net TobaccoCommons.com
    93. 93. ATTACKtobacco.net TobaccoCommons.com
    94. 94. ATTACKtobacco.net TobaccoCommons.com
    95. 95. Camel Black And White • Answer to Plain Packaging?ATTACKtobacco.net TobaccoCommons.com
    96. 96. ATTACKtobacco.net TobaccoCommons.com
    97. 97. ATTACKtobacco.net TobaccoCommons.com
    98. 98. ATTACKtobacco.net TobaccoCommons.com
    99. 99. JordanATTACKtobacco.net TobaccoCommons.com
    100. 100. PolandATTACKtobacco.net TobaccoCommons.com
    101. 101. RomaniaATTACKtobacco.net TobaccoCommons.com
    102. 102. UkraineATTACKtobacco.net TobaccoCommons.com
    103. 103. UkraineATTACKtobacco.net TobaccoCommons.com
    104. 104. UkraineATTACKtobacco.net TobaccoCommons.com
    105. 105. BelarusATTACKtobacco.net TobaccoCommons.com
    106. 106. Hockey Size ArenaATTACKtobacco.net TobaccoCommons.com
    107. 107. Freedom MusicATTACKtobacco.net TobaccoCommons.com
    108. 108. ATTACKtobacco.net TobaccoCommons.com
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    115. 115. Belarus Winston Freedom MusicATTACKtobacco.net TobaccoCommons.com
    116. 116. Ukraine Freedom MusicATTACKtobacco.net TobaccoCommons.com
    117. 117. Russia Winston Freedom MusicATTACKtobacco.net TobaccoCommons.com
    118. 118. Last FMATTACKtobacco.net TobaccoCommons.com
    119. 119. ATTACKtobacco.net TobaccoCommons.com
    120. 120. Philippines 2011ATTACKtobacco.net TobaccoCommons.com
    121. 121. MalaysiaATTACKtobacco.net TobaccoCommons.com
    122. 122. ATTACKtobacco.net TobaccoCommons.com
    123. 123. ATTACKtobacco.net TobaccoCommons.com
    124. 124. South America 2011ATTACKtobacco.net TobaccoCommons.com
    125. 125. ArgentinaATTACKtobacco.net TobaccoCommons.com
    126. 126. Ice FreshATTACKtobacco.net TobaccoCommons.com
    127. 127. SilvermintATTACKtobacco.net TobaccoCommons.com
    128. 128. ATTACKtobacco.net TobaccoCommons.com
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    133. 133. ATTACKtobacco.net TobaccoCommons.com
    134. 134. Brand AmbassadorsATTACKtobacco.net TobaccoCommons.com
    135. 135. ATTACKtobacco.net TobaccoCommons.com
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    141. 141. ATTACKtobacco.net TobaccoCommons.com
    142. 142. Social MediaATTACKtobacco.net TobaccoCommons.com
    143. 143. Facebook / Social NetworksATTACKtobacco.net TobaccoCommons.com
    144. 144. Facebook: Joe Camel is still workingATTACKtobacco.net TobaccoCommons.com
    145. 145. Camel Paraguay/BoliviaATTACKtobacco.net TobaccoCommons.com
    146. 146. ATTACKtobacco.net TobaccoCommons.com
    147. 147. ATTACKtobacco.net TobaccoCommons.com
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    155. 155. The Surya Pro Mild Case Brand SURYA PRO MILD Type Kretek Company Gudang Garam Tbk PT a domestic Indonesian company Advertising Surya Pro Mild, maintained music and sporting sponsorships, television and outdoor advertising campaignsATTACKtobacco.net TobaccoCommons.com
    156. 156. 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.”ATTACKtobacco.net TobaccoCommons.com
    157. 157. Twitter Maroon 5 Concert Announcement • Java Musikindo well known Indonesian promoter • Maroon 5 event SOLD OUT in couple of weeks • Event date April 27, 2011ATTACKtobacco.net TobaccoCommons.com
    158. 158. The “I want to watch Maroon 5” contest, which travelled through 7 cities in Indonesia: Jakarta, Bandung, Yogyakarta, Semarang, Surabaya, Medan, Palembang. Original Indonesian English Translation via Google translateATTACKtobacco.net TobaccoCommons.com
    159. 159. Pro Mild Database entry station in Indonesian MallATTACKtobacco.net TobaccoCommons.com
    160. 160. Waiting in queue at the Food Court Indonesian MallATTACKtobacco.net TobaccoCommons.com
    161. 161. Surya Pro Mild Brand AmbassadorsATTACKtobacco.net TobaccoCommons.com
    162. 162. Bio Data Entry Computer Warning label at bottom of screenATTACKtobacco.net TobaccoCommons.com
    163. 163. Show Your FriendsATTACKtobacco.net TobaccoCommons.com
    164. 164. Now get your picture taken in front of the cigarette advertisement: Surya Pro Mild Uploads your pictures to their Facebook and Twitter Applications So that others can vote in the contestant.ATTACKtobacco.net TobaccoCommons.com
    165. 165. Smoking Doesn’t kill… Not getting your girl a Maroon 5 Ticket doesATTACKtobacco.net TobaccoCommons.com
    166. 166. Winner of ContestATTACKtobacco.net TobaccoCommons.com
    167. 167. Surya Pro gives the contestant a token photo to take home.ATTACKtobacco.net TobaccoCommons.com
    168. 168. This is Saya; she explains how to vote in the contest.ATTACKtobacco.net TobaccoCommons.com
    169. 169. Surya Pro Mild Facebook PageATTACKtobacco.net TobaccoCommons.com
    170. 170. 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 ATTACKtobacco.net TobaccoCommons.com
    171. 171. The Maroon 5 AppATTACKtobacco.net TobaccoCommons.com
    172. 172. Vote for Your FriendsATTACKtobacco.net TobaccoCommons.com
    173. 173. ATTACKtobacco.net TobaccoCommons.com
    174. 174. The app prompts you to invite your friends on FacebookATTACKtobacco.net TobaccoCommons.com
    175. 175. Now that I “like” Surya Pro’s page Every day I see their updates aATTACKtobacco.net TobaccoCommons.com
    176. 176. The Stats Indonesian 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 JakartaATTACKtobacco.net TobaccoCommons.com
    177. 177. John Baker AustraliaATTACKtobacco.net TobaccoCommons.com
    178. 178. VictoryATTACKtobacco.net TobaccoCommons.com
    179. 179. Mount Merapi, Indonesia A Volatile Volcano EruptsATTACKtobacco.net TobaccoCommons.com
    180. 180. Rescue Tobacco MarketingATTACKtobacco.net TobaccoCommons.com
    181. 181. ATTACKtobacco.net TobaccoCommons.com
    182. 182. What’s next? Trademarked by JT International Class 34 for cigarettes Class 41 for promotional eventsATTACKtobacco.net TobaccoCommons.com
    183. 183. References • Tobaccocomons.com • Tobaccoproduct.com • A. Miranda • Facebook • Godskitchen.com • http://www.globalpost.com/dispatch/indonesia/10 • Dr. Blum’s Smokeless Collection • www.blumarchive.com • www.trinketandtrash.comATTACKtobacco.net TobaccoCommons.com
    184. 184. ATTACKtobacco.net TobaccoCommons.com
    185. 185. The EndATTACKtobacco.net TobaccoCommons.com
    186. 186. Kimberly Bankston-Lee Alex Tyannikov Julia PurperaSenior Project Director Project Manager International Tobacco Controlklee@sacbreathe.org atyannikov@sacbreathe.org Policy Evaluation Project916-444-5900 x211 916-444-5900 x206 Roswell Park Cancer Institute Julia.Purpera@RoswellPark.orgATTACKtobacco.net TobaccoCommons.com

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