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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.

Published in: Health & Medicine, Technology
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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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  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
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  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
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  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
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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
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  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
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  134. 134. Brand AmbassadorsATTACKtobacco.net TobaccoCommons.com
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  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
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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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