Trends
With the restrictions placed on general advertising, tobacco companies have moved to new promotions to establish new customers and maintain existing ones. For example Altria has a strategy of growth by promotions that build brand equity through adult consumer experiences. The intent is to reinforce brand loyalty by building consumer communities.
One example is Marlboro's "Outwit the West", a 'by-invitation if you're a smoker' 4-member team-based 'competition' with a series of cryptic brain teasers. The top 20 teams get invited to the Marlboro ranch, a location where it's 'okay to smoke' and food, drinks and activities are paid for by the company. The team with the most correct answers shares a one million dollar prize. Thousands of teams participate.
More generally, Marlboro has been using its mailing database (estimated at 26 million in 2005 ) to promote directly with giveaways and general invitations to the Marlboro Ranch. Reinforcement is provided by branded products and by peers.
Social Networking and the Internet. EPC CIGAR COMPANY launched a social networking and internet campaign to market cigars.
Read more about this topic: Tobacco Advertising
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