Daily Doc: PM, Apr, 1986: Total Ban on Advertising? No Big Deal

Daily Doc: Total Ban on Advertising? No Big Deal


Title: Italy Total Communication Ban: A Unique Opportunity
PM, Apr, 1986
Bates #: 2501174489/4511


December 1, 2000

Go ahead, ban cigarette advertising in your country. Italy tried it. As this document demonstrates, whatever laws they may choose to enact, governments are powerless to reign in the disease-spreading activities of Philip Morris, which laughs at advertising bans, viewing them as opportunities that lead them to new and more pervasive marketing ideas, like creating Marlboro fashion wear and Marlboro travel vacations (which of course constitute not cigarette ads, but clothing and travel ads, respectively).

Note how Philip Morris violates not only the spirit of the law, but when it deems that the risk of being caught is sufficiently low, also the letter of the law:
"Finally, we even advertised in some periods when the risk of being fined was perceived to be lower....

"In discotheques we organized the show distributing 800,000 stickers, promotional material...and sampling...Here is [a picture of] the contact of the public by the hostesses...The questionnaire is filled out...the distribution of the leaflet...and finally, as long as the hostess did not have the misfortune to meet a Government's Inspector, the sampling..."
Note the use of terms in this document like "para-advertising," "diversification" and "co-advertising" that denote ways they get around the Italian ad ban. Note how Philip Morris sniffed at one effort of a local Italian government to get it to comply with the spirit of the law and stop it from promoting its disease-causing product in the community:
"[U]nfortunately local authorities do not always understand the word diversification....[showing a photo of a banner with the word "Marlboro" covered] this is what happened last week in Sicily, where the city hall covered the word MARLBORO."
Also, note the introduction of promotional techniques that are particularly damaging, like Philip Morris' new "World Tennis Championship of Doctors" featuring tennis-playing professors.

This document is a primer on how cigarette corporations get around government regulations and in the doing, work their way even deeper into the cultures of different countries.



CITATION
Title: Italy Total Communication Ban: A Unique Opportunity
Type of Document: Speech, presentation
Author: N/A
Recipient: N/A
Date:19860400/E
Site: Philip Morris Tobacco Co. Document Site http://www.pmdocs.com/
Page Count 23
Bates No. 2501174489/4511
URL: http://www.pmdocs.com/getallimg.asp?DOCID=2501174489/4511
Litigation Usage: None yet
THANKS TO: Ray Goldstein of San Francisco, California

QUOTES
As you all know, direct cigarette advertising is totally banned in [Italy] since 1962. However, these restrictions become new opportunities and we were able to start to communicate to the consumers and trade through promotional and para-advertising activities...

"We realized that, if we couldn't advertise, we needed something else: promotions," said Mr. A.G. Buzzi during a boardmeeting in 1971, explaining how we communicated our products in a market where cigarette advertising is totally banned...

...[B]ack in the 60s we started to use famous personalities as opinion leaders and to place our products in their hands when they appeared in magazines, films and television. Moreover, we were the first tobacco company to organize shows...to organize national sampling programmes...we sponsored events and races and we executing basic promotions such as stickering during the event...At the end of that period our market share went from 2% to 24% of the total market and from 16 to 70% of the foreign market.

Finally, we even advertised in some periods when the risk of being fined was perceived to be lower....

...The total market is down, due mainly to antismoking pressures, but our most successful brands have maintained or increased their respective shares of the market...

...Nowadays, cigarette trademarks can be advertised based on one of these two strategies: Diversification and co-advertising...

Co-advertising consists in a formal agreement with one of the co-sponsors to share the cost of the advertising. It is a legal way around the anti-advertising law because the co-sponsor appears as the real client of the advertising....

IN 1986 we started the Marlboro Adventure Team campaign...Beginning in January this year, we have developed the travel programme further, distributing the catalogue through more than 1400 agencies...The Marlboro Adventure Team TV programmed consists of a spring campaign of 85 spots over 2 months, and of around 450 spots during the last four months of the year. ..

Let me [show] you the video with the three commercials for the Marlboro Country campaign...using travel diversification. The first is presently running....The last commercial you've just seen will be on air this Christmas with the "Season's Greetings from the Marlboro Country. Of course it is a travel advertising...

Here are some examples of our co-advertising. WE sponsored the Paris-Dakar BMW Team this year. As part of the agreement, we shared the cost of advertising on newspapers...

A similar agreement has been taken with the organizer of 6 major motor races in Italy. Here is the newspaper ad...

We are discussing with Yamaha to co-advertise for the Marlboro Yamaha Team...

Marlboro Leisure wear is an important part of the overall Marlboro Communication Plan....and the Chevy Blazer promotion is presently running...unfortunately local authorities do not always understand the word diversification....this is what happened last week in Sicily, where the city hall covered the word MARLBORO...

...This summer we started a sailing programme, by sponsoring the yacht Stars and Stripes of Dennis Conner, winner of the America Cup, for which we have the advertising rights...

We maintain our main promotions: golf and aerobatics airplane team...[W]e are the sponsors of the international golf classification called "Order of Merit."

...[W]e continue our restaurant sampling...

...Here you see the newly constructed PM Club in Bari, in Genova, the Club in Milano, and the one in Rimini...These clubs give us the exclusive opportunity to be always present during the main fairs and to have intensive sampling...

...We sponsor cultural events such as music concerts and the production of books in collaboration with the association of the Theatre La Scala in Milano...

We also sponsor, this year for the second time, the World Tennis Championship of Doctors...here is one of the participating professors....

Here is the list of ultralight brands we are distributing now in restaurants and hotels together with our cigarettes...the actual distributing of the leaflet and sampling in course in front of a drugstore...

...In discotheques we organized the show distributing 800,000 stickers, promotional material...and sampling...

Here is the contact of the public by the hostesses...The questionnaire is filled out...the distribution of the leaflet...and finally, as long as the hostess did not have the misfortune to meet a Government's Inspector, the sampling...

...the product placement in feature movies, used to capitalize on the always growing TV audience. For television versions only, we have a special treatment for our products with the packs shot closer, since the private TV has less formal control by the authorities...It is effective advertising because the audience for our movies goes from 3 to 15 million spectators per night on average. Moreover, when we have one of our products as part of the action during a film, it really reaches the audience...


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American Lung Association of Colorado, West Region Office
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