March 14th, 2010 by
jane
The question is: Can you communicate something "positive" in
connection with smoking and/or the tobacco industry?
To answer this: Describe image-campaigns of the tobacco industry (in
the US, UK, europe, ... where available ... europe preferred)to
present their companies and/or tobacco/smoking confronting the actual
anti-smoking-movement . In particular:
- the communication goals of the campaign
- how they did the campaign (posters, advertisments, events ... etc.
mabye: show poster etc. through images.google.com)
- which values have been communicated? how?
- evaluate the campaigns' output/efficiency
- describe reactions of the anti-smokers-lobbyOne more thing: the focus of "positive" lies with responsibility and
credibility, not a simple "smoking is cool despite cancer"Excellent answers in very reasonable time! Helped me a great deal!hello from europe, dear political-guru-ga
in the meantime I had some time to browse through the material you
delivered and I have to say, you did a good job! thank you already!
May I, for the last time request two clarifications:
- a special attention to one special cigartte company, that seems to
be a litte underrated in the results: Japan Tabacs International with
it's main brands Camel, Winston and Salem. What does this company do
in regard to CSR. How do they present themselves facing the
anti-smoking challenge?
- Having read the material and the reaction of the "anti-smokers"
towards "pirating" CSR - How did the copanies - as to your
knowledge/findings - react? Did they change, intensify or ... their
campaigns? To put it short: What could be possible reactions?
I hope not to exploit your workforce, but it was with purpose that I
put the highest amount of money possible ($200) to have real indeep
answers to my questions. Please let me know if a second request for
clarification is unusual or if I overcharge here.
For the time being - thanx again and all the bestdear politicalguru-ga
I appreciate your quick coming back to my request. Please allow two
days (let us say Moday evening europe time) before I react for the
last time (rating incl.).
Thank you in advance!Dear Franz Lorenz,
Thank you. You English is not poor at all and I understood what you meant.
Nil's campaign is geared towards this issue exactly ("assisting the
artistic community").
I haven't found advertising campaigns passing that massage, but
campaigns that try to set an image of corporate social responsibility
exist nevertheless, especially in the Third World and Asia:
Gallahar
see especially
the parts regarding Youth
WHO - Tobacco industry and corporate responsibility...an
inherent contradiction (February 2003)
- PDF document
- with examples of actual campaigns: "Major companies have developed
programmes for small business development in Kenya, crime prevention
in South Africa, business education in China, folk culture
preservation in Venezuela, and medical treatment and flood relief in
Pakistan."
Corporate Responsibility at Philip Morris
- a speech by a Philip Morris executive, part of their campaign.
Tobacco industry accused of corrupting ideals of corporate social responsibility
- moer
critique: part of the campaign: donating to research institutes.
" Japan Tobacco donated 15 million cigarettes to old folks' homes on
Respect for the Aged Day last month (a contribution to the community,
the company says)."
(SOURCE: DONALD MACINTYRE , "No Warning", October 9, 2000, Time Asia
)
Tobacco Industry "Charitable" Donations
Answers:
To summarise: the campaign exists, but it has less "visual" features,
as in advertising, and more latent advertising, through sponsorship,
press releases, etc.... everyone is a neighbour to a swiss based person, for we are
surrounded by "europe" (EU), even though we are not (legally) part of
it :-)
So, I think it is time to say thank you again, even though Camel,
Salem and Winston are Japan Tobacco International's brands (maybe they
once were Reynolds?). My last request was focusing on the fact that
all CSR acts of the tobacco companies are rejected as "pirating CSR"
by the anti-smoking lobby. I haven't found an answer on this very last
point of "our" research". Maybe you will or will not give me some
insights on this too, even after the rating, which I will do. Once
again: I hope, I didn't overcharge our "contract" here. I am not so
much used to the practice here, so excuse me it I did.
For now - and maybe, you do react on my last question - I thank you.
Frank Lorenz
PS: How can I know, how you (and your colleagues here) are really
called, because my (real) name was assigned to me as "nick" here, but
your name seems very obviously to be a "nick". Or is this the way the
system is meant? (I have no problem with this)Dear Franz Lorenz,
The tobacco industry has found itself struggling in the past few
years, in the Western world (more in the United States than in
Europe), to maintain sales, given the health consequences of smoking.
One campaign that aimed its goals beyond the message of the "coolness"
of smoking was Marlboro Adventure campaign. The campaign is based not
only on commercials and graphic advertising (see examples bellow for
those), but also on a competition/sweepstakes, which offers the
winners an opportunity to take part in a holiday that includes extreme
(adventure) sports; the holiday itself has been filmed, and the film,
just like the experiences of each year's participants, are recorded
for further advertising.
"Philip Morris relies on the Marlboro Adventure Team to extend its
reach. At the inaugural event in 1982, 16 Germans descended on Moab
and quickly destroyed one jeep, three motorcycles and themselves.
Photographers captured it for a new ad campaign, and the Marlboro
Adventure Team concept took off. Moab has held the event almost every
year since then with support from the local community." (SOURCE:
Charles Duhigg, "Smoke 'em Out", Los Angeles Times, November 23, 2004,
;
see also a Flash reportage:
).
"To address heightened competition from the discount cigarette segment
of the market in the late 1980s, Philip Morris began investing in
equity building activities, retail visibility and image-oriented
consumer promotions. Marlboro Racing. The Marlboro Adventure Team.
Marlboro Country Store Gear. The opportunity to travel the Marlboro
Unlimited, a state-of-the-art train that was recently introduced as a
sweepstakes in which winners tour the American west.
Today, about one out of every three cigarettes sold in the United
States is a Marlboro and the brand's steadily growing worldwide sales
now exceed 421 billion, testimony to one of the most successful and
recognizable campaigns in marketing history." (SOURCE: Marketing Hall
of Fame, 1996, ).
Examples of Marlboro Adventure ads
==================================
Salomon Communications - (Germany, leading global campaign)
Marlboro Adventure Team 2000
Marlboro Adventure Team 2001
Poland (no date)
Japan?
Romania
Hungary
United States (1994)
Ads (magazine)
Unlimited Action
- a free
glossy magazine, featuring action/adventure scenes and associated with
Marlboro.
Malaysia
Mexico
Participants' Websites
======================
Linus Guardian Escandor II
Participants from the Czech Republic
Czech Participants
German "alumnea" site
"Marlboro Abenteuer Team" - The Story - Book (in German).
Image and Values
----------------
If Marlboro had the image of the lone, macho, cowboy, it tries by this
campaign to bring a new image to light: that of the adventurous, young
person - male or female: "Beginning in the mid-1990s, the Marlboro
team changed its focus from macho burly men to more average smokers.
The implied message is easy to understand: Everyone can be a Marlboro
Man; all they need is to love the outdoors, love adventure and, of
course, love smoking." (SOURCE: Charles Duhigg, " Smoking 'em out ",
op. cit).
Goal
----
Marlboro's goal in this and other campaigns is to enhance its image
(and sales, of course):
"In the area of promotions, we have expanded our international
platforms such as the popular Marlboro Adventure Team, Marlboro Racing
and Music Frontiers, and have a range of targeted local promotions to
build volume.[...] Our partnerships
with Ferrari and Ducatti also provide exciting promotional
opportunities" (SOURCE: Consumer Analyst Group of New York, February
19, 2004, Scottsdale, Arizona, Remarks by Andre Calantzopoulos,
President & Chief Executive Officer
Philip Morris International Inc. & Michael E. Szymanczyk, Chairman &
Chief Executive Officer, Philip Morris USA, PDF:
).
If Marlboro began this campaign internationally, it has changed and
now focuses on Europe and Asia. In 2001, American journalists were
still part of the campaign (Tom Washington, "Smoking the great
outdoors", Slaon.com,
).
In the 2004 Marlboro Adventure big event in Utah, Americans have not
been given access. Philip Morris' spokesperson had been quoted to say:
"We want the winners to experience the freedom of America. And we find
this is easiest when Americans are not part of the event. [...]
America is Marlboro Country. There is no other place that is so free."
(SOURCE: Charles Duhigg, " Smoking 'em out ", op. cit).
Success
-------
Marlboro's campaign is apparently very effective in promoting their
products in Europe and other places outside the United States, by
imaging youth and adventure; more over, it is also effective in having
a permanent customer database: "By giving away promotional goods,
Philip Morris acquires the personal addresses of millions of smokers
and use them to fuel its "grass-roots movements": it currently has a
database of over 26 million names. For example, in February 1994, four
million people joined in the Marlboro Adventure Team promotion,
receiving more than 14 million promotional items. The campaign, the
largest in marketing history, cost the company $250 million." (SOURCE:
"AN OVERVIEW OF TOBACCO INDUSTRY TACTICS", PDF:
).
Similar Campaign: Culture/Arts and Cigarettes
---------------------------------------------
Marlboro also uses other forms of advertisement, such as "Marlboro
Racing" sponsorship of prominent athletes such as Formula-1 driver
Michael Schumacher (see here a picture of him with Marlboro
sponsorship on his suit: The Age,
).
This type of sponsorship has turned into a campaign for the much
smaller German label "Nil": their "models" are known and less-known
(alternative) German musicians and performers. The message
communicated through the ads, which also include the upcoming
shows/gigs of these artists: Nil supports German alternative art, it
is more than cool: it is also "important". Its webpage says:
"Zigarette rauchen, Kunst und Kultur erleben. " (Smoke a cigarette,
experience arts and culture).
Example of the "Nil" Campaign
==============================
Meret Becker
Nil Website
Contrast by the "coolness" ads, also of German brands:
Cabinet
Anti-Smoking Groups: Reactions to Such Campaigns
------------------------------------------------
Marlboro's campaign leaves anti-smoking lobbies is a relatively
difficult position: it doesn't advertise the cigarettes, but the
"adventure", and therefore achieves its goal (of reaching young and
new smokers, of avoiding the health-related associations of smoking)
without violating the restrictions on cigarette advertising.
Mock advertising was one of the strategies chosen: "Between 1988 and
1992, DOC achieved modest successes in Colorado and Wyoming in ending
a tobacco promotion known as the Marlboro Ski challenge, by means of
the purchase of advertisements promoting the "Barfboro Ski Challenge"
("barfing" is American slang for "vomiting" and is frequently used on
popular TV shows). In 1993, in an effort to undermine the Marlboro
Adventure Team's US debut in the western states, DOC repainted a
Volkswagen van as the Barfmobile, hired a handsome comedian as the
Barf Man, printed thousands of Barfboro Barf Bags, and created the
Barfboro Barfing Team. Canvassing six western states in 1993 and six
northeastern states in 1994, the Barfing Team coordinated dozens of
community activities designed to get young people to laugh at the
Marlboro Adventure Team. The growing popularity of the Barfboro
Barfing Team - a low-cost, newsworthy, easily replicated, and readily
updated promotion - highlights the importance of shifting the focus of
anti-smoking efforts from generic campaigns that emphasize the dangers
and the ugliness of smoking, and instead onto brand name-ridicule
aimed at changing the attitudes of young users toward Marlboro."
(SOURCE: Quote from Tobacco and Health, p. 656; Alan Blum, quoted at
)
Except for lobbying for better supervision on advertising; and making
anti-smoke mok advertisements, the anti-smoke groups are also
sometimes active against this campaign directly:
""Critics have long attacked the Marlboro Adventure Team's use of
public spaces, arguing that America's canyons, deserts and picturesque
birthrights shouldn't help sell cigarettes. In response, during the
last five years Philip Morris has gone underground, operating on both
public and private land and keeping as low a profile as possible.""
(SOURCE: Marlboro Adventure, The Piton,
).
Read Further
============
Katherine M. West, The Marlboro Man: The Making of an American Image,
University of Virginia
Rapp, Stan, "Tobacco marketers' moment of truth; an idea whose time
has come: a national, direct response anti-smoking campaign." _Direct_
April 01, 1994
"Tobacco Under Fire" Mother Jones,
Philips Provision
- Promoting itself as part of Marlboro Adventure Team
I hope this answered your question. Please contact me if you need any
further clarifications before you rate this answer. My search
strategy, after choosing a campaign, was to search the internet for
information about it, according to your criteria.dear politicalguru-ga
thank you very much indeed for this answer, though it remains to be
studied more carefully. Let me say that I am already quite satisfied,
especially with the european parts ot the answer
Allow me - nevertheless - to precise a little more: My focus laid a
little more with the aspects of credibility and responsibility of the
tobacco-industry/-company (still with a regional focus on europe,
where possible). So to sharpen the question a little more: can you
find i.e. image-campaigns, where companies show that they care for the
community, society etc. And that is: not in sponsored
anti-smoking-campaigns, but in image-campaigns for themselves and/or
tobacco (Made-up example could be: "Look at how Philipp Morris built
up our community-school" etc.). I hope very much, that I could make
myself a little clearer now, despite my poor english.
Thank you for adding some comments to these aspects, too.Dear Franz Lorenz,
First, thank you for the rating. Well, I was only once in Switzerland,
but I am a neighbour , though as far as possible (Berlin). As for my
"real" name, we are suppose not to give out "real names" in this
public forum, but it had already happened that we have given it
privately (though the GA editors: answers-editors@google.com), if you
need to quote me in an essay.
I haven't found any reference to the term "pirate/pirating CSR"
exactly, but indeed I found many articles that de-legitimise their
attempts at CSR:
More protests hit university tobacco funding for CSR department
NSRA - CAMPAIGN TO TAKE BIG TOBACCO OUT OF UNIVERSITIES
"tobacco companies are being allowed to hijack CSR"
www.nsra-adnf.ca/campaigns.php
N Hirschhorn, "Corporate social responsibility and the tobacco
industry: hope or hype?" TC Online, 2004;13:447-453,
(and other
academic articles on this page).
CASE STUDY - British American Tobacco and Corporate Social Responsibility ?
EQ Management.
Elen Lewis, Can Tobacco Brands Extinguish their Bad Rap?
British American Tobacco Promotes Its "Corporate Social
Responsibility"; Critic Say It's Just PR
In the meantime while you're waiting, few other Philip Morris'
"do-good_ campaigns"; they are not as prominent in ads as the Marlboro
Adventure is, but they exist:
Cultural Institutions that collaborate in the marketing of cigarette
brands or lend tobacco companies legitimacy by accepting industry
donations
The Anti-Marlboro Man
- on their sponsorhips on sports
"Imperial Tobacco Canada has a well-established record of supporting
good causes, helping the less fortunate, and supporting the arts. The
company donates 1% of its pre-tax profits annually, which represented
a $6 million investment in the community in the year 2000. Imperial
Tobacco Canada recently redefined its donations policy and plans to
focus on human services, with an emphasis on health care for the aged,
post-secondary education, and arts and culture.
One important project that Imperial Tobacco and its former parent
company Imasco have significantly supported is Quebec?s Portage drug
rehabilitation center. Its Lac Echo property houses 3,800 adults for
six months or more, free of charge, as they recover and learn to deal
with the debilitating effects of drug and alcohol dependency. It is
the largest such center in Canada and has an 85% success rate. ?We
attribute much of the long-term success of our center to companies
like Imperial Tobacco, which have remained faithful to the cause over
the years,? said Portage development and communications director
Colette Taylor."
(SOURCE: W.H. Parson "Master of production", The Manufacturer, 31 Jul
2002, ).
There's a lot of information here, under "Industry Tactics", especilly
check out "sponsorship" and "helping the community":
Tobacco Industry Tactics
Philip Morris
-------------
Volunteers in Action
community_involvement/volunteerism/volunteers_in_action_stories.asp>
National Programs (US)
community_involvement/national_programs.asp>
Local Programs US)
community_involvement/local_programs.asp>
Supporting the Arts Worldwide
community/Arts.asp>
Meeting Human Needs
community/Human_needs.asp>
Disaster Relief
community/Disaster_relief.asp>
Domestic Violence
community/Dom_violence.asp>
Charities, Science and Sponsorhsips
------------------------------------
Philip Morris Employees are Superstars (Oct 24, 2003, Community Food Rescue)
communityfoodrescue.org/news.html?nid=2967>
Philip Morris increases professorship endowment
agcomm/magazine/spring02/philmorr.htm>
Philip Morris assigned secret grants to Swedish professor
The Andrzej Wajda - Philip Morris Freedom Prize (Canada)
INDIANA SOYBEAN BOARD RECEIVES FUNDING TO EDUCATE
STUDENTS ABOUT IMPORTANCE OF SOYBEANS
Philip Morris Companies' SHARED SOLUTIONS Grant To Enable
Organization to Continue to Bring Agriculture into the Classroom (US)
Philip-Morris-Forschungspreise (the Philip Morris Research Award, Germany)
1999 Poster
1992 Poster
Whitney Museum
"The Whitney Museum at Philip Morris is funded by Philip Morris Companies Inc."
Manifesta.org
- look at the sponsorship for
this arts events at the bottom of the page...
Philip Morris Jazz Weekend in the Netherlands
Miles Davis
Develop Europe
- look at the main sponsor, on
the top of the page
Posters (ads) of Tobacco comapnies supporting arts/sports
Corporate Responsibility ads
------------------------
Switzerland
-----------
A Philip Morris Ad against youth smoking
(The ad says: "Lara, 14, curious, knows what she wants, doesn't smoke")
A Philip Morris Ad (paid article in the reputable newspaper Zuericher
Zeitung) against children's smoking, stressing the company's
responsibility
Same from Denmark
Germany
Kinderspezifische Tabakwerbung in Deutschland
- this
PDF is in German, but you can see some ads there. Most of them play on
the "coolness" part, but there are other examples of advertising
(sponsorship of a concert in Berlin's Columbia Halle; advetisment
stressing the "responsibility" of the tobacco industry in not
advertising to youth and children).
Youth Prevention US
Advertising in the Black Collegian Magazine (US)
(on the company as encouraging minorities and "making a difference").
Sorry, but I couldn't find a better image.
And just for comparison, here are old (very old) ads, that also try to
be "politicall correct", in the sense that they try to address the
common ground during the war era:
More Freedon
Dear Frank Lorenz,
I hope this would also help. I noticed the posters of this campaign
today on the bus-stop. It is a project supporting a crisis
centre/anti-violence hotline; and the sponsor is good old Philip
Morris:
Cache of a news release of the centre, mentioning that a gala for the
centre is supported by Philip Morris:
Cache of the same story from the Berlin Senate:
This is how the poster looks like, unfortunately, you cannot see the
Philip Morris support from this distance (it is there, believe me...)
Franz Lorenz,
I am also in Europe and at the end we might find out we're neighbours ;-)
Salem, Winston adn Camel are produced by Reynolds Tobacco.
Reynolds also their own CSR campaign:
The R.J. Reynolds Foundation is the main body advetised under
"community involvement".
You can also read more under "Legacy of Giving"
They also run this site, against children's smoking:
And sponsor sports events and cultural ones (an example of Salem music
festival was given bellow, here's a little more):
COLUMN: Jeff Wolf, "Winston should be praised for contributions to
racing", Las Vegas Review-Journal, February 07, 2003,
sports/20630561.html>
Winston Cap
Winston racing car toys
sports.com/images/paintscheme/winston.jpg>
Also, in keeping in environment clean:
Cigarettelitter.org
In North Carolina, the family is even honoured by having a school named after it:
RJ Reynolds School
Arts
RJ Reynolds Memorial Auditorium
And maybe even mre rediculous, a hospital
R.J. Reynolds Patrick County Memorial Hospital
Regarding the anti-smoking groups, what they do (as you can also see
from some of the links that I already sent you):
- Try to "expose" receivers (esp. academic) that have been founded by
tobacco companies, in order to delegitimise the contributions;
- Question the tobacco companies' motives in doing that;
- Trying to outlaw also this kind of advertising (esp. sponsoring).
- Mock campaigns such as Joe Cheme
Ohio has its own campaign- Tobacco funded I believe targeting kids,
there are numerour commericals, poster ads, wrist bands and such
supporting the "stand up against tobacco" message. The site is found
here: http://www.standonline.org/#If you have any other info about this subject , Please add it free.# |
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