Toni Darusman - a kinda good looking guy-, A Mild Brand Manager, a Sampoerna-Philip Morris product, was giving a lecture in our class.A Mild is one of several products made by PT Handjaya Mandala Sampoerna Tbk., Indonesia's third-largest manufacturer of cigarettes, which in 2005 acquisited by Philip Morris International, categorized in Low Tar Low Nicotine, and a machine made cigarette. The cigarette is targeted to young market, aged 18 to 25, who are active, dynamic, music and movie lovers, and sport (basketball and billiard) lovers (am I right?)
Toni was talking about the constant wittiness of A Mild's ads. Given the undisclosed whisper of the next ad theme, A Mild will provoke a series of survey-like premise. And in the unwavering time, the result of those chain will be shown. Can't wait for that.
Also, for the next TVC, they are preparing something related with screwdriver and its partner. He even showed us the under construction storyboard of the ad :)
Except the ads, he also uttered about the hustle and bustle of smoke industry in several countries like Thai, Aussie, S'pore, HK, Korea, and Japan, and how those stern regulation compel them to perform an original approach, to find some possible crack, in order to act resourcefully. It was quite stunning, knowing that numerous government counsel on smoking risks to the health are shown sharply, directly, metaphorically, and not too literally, unlike the one we have here in Indonesia. Take a look at these packaging expressions:
Above, you see that creepy warning for Marlboro in Australia, showing that smoking could cause blindness. More thoroughly, irreversible damage to the back of the eye - or macular degeneration. Your central vision may lost and followed by permanent blindness, they said that. And you can call the quitline or visit quitnow.info.au. There, you'll see the tobacco campaign and also some other scary pictures that truly encourage you to quit.
On top you see Langham (of Poland?) The government health warning is also explicit and straightforward. Forgive me for the blur picture.
But I like the creativity of packaging. The sliding lid pack of Marlboro Korea, the menthol shield of Philip Morris Japan, they even have patented it.
But I like the creativity of packaging. The sliding lid pack of Marlboro Korea, the menthol shield of Philip Morris Japan, they even have patented it.
In order to counter the more rigid government regulation, A Mild build an 'A Store' to maintain the brand, a store that trade non cigarette materials.
A little bit more about A Mild's brand manager: Graduated from one of universities in Liverpool, Toni started his career by joining trainee squad. He has now been working for up to 8 years in his profession. He was once handed over in Philip Morris Hong Kong for about a year. And he said, you don't have to be a smoker to work at Sampoerna. Interested?
Update: The TVC is now available in Indonesian TV. Have a look.
3 comments:
Quoted, "You don't have to be a smoker to work for Sampoerna?"...Geee..that's gonna be difficult...how can you work wholeheartedly for something that you don't have passion into...Cheers
Smoking is not every people choice. Toni himself do not smoke, and he made his career. If you are a cough syrup marketer, should you really taste the whole medicine you produce? My other lecturer is a managing director of a baby-formulae powder milk, and she was not yet a mother when she start climbing up her career. Passion is in your heart, dude.. :)
You have really great taste on catch article titles, even when you are not interested in this topic you push to read it
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