International : Marlboro Man Rides Into the Sunset
For the First Time Since Ad Icon Was Introduced in 1955, Philip Morris Ran No Ads for Cigarette Brand in Consumer Media
CHICAGO (AdAge.com) -- So long, cowboy.
In 2006, for the first time since Philip Morris created the Marlboro Man in 1955, no Marlboro ads ran in U.S. consumer media. In fact, for the first time since Ad Age launched its Leading National Advertisers report in 1956, not a single tobacco company appears on the LNA roster for 2006, published today.
And so an advertising category fades to black after a century of slogans that created the ultimate killer brands: "I'd walk a mile for a Camel" (1921), "Winston tastes good like a cigarette should" (1954) and Marlboro Country.
Cigarette media spending totaled just $56 million in 2005, down 94% from its 1985 peak of $932 million, according to an Ad Age DataCenter analysis of Federal Trade Commission data. There's still plenty of marketing spending behind the products: The FTC said cigarette makers in 2005 spent $13.1 billion on U.S. "advertising and promotions" -- but the vast majority of that went to in-store trade and consumer price-promotion offers.
Pittance
Media spending accounted for less than a penny of each dollar the industry laid out on advertising/promotion in 2005. In 1970, the last year cigarette ads ran on TV, media got 82% of cigarette ad/promo money.
Last year, tobacco advertising accounted for just 0.1% of U.S. measured media spending, according to TNS Media Intelligence data.
Just 21% of adults smoke, according to the Centers for Disease Control. Many of them have become outcasts of society -- and of Madison Avenue. "It's exceptionally difficult to recruit people to work on a tobacco account," said Amy Hoover, exec VP at Talent Zoo. "It's a tough mark to have on your résumé."
It wasn't always that way. In 1963, there were eight tobacco companies on Ad Age's 100 Leading National Advertisers roster. "It was so much a part of life in those days," said Wally O'Brien, now the retired director general of the International Advertising Association who in the early '60s was a copywriter on JWT's Liggett & Myers cigarette account.
Hard knocks
But the world changed Jan. 11, 1964, when Surgeon General Luther Terry released his devastating report. Mr. O'Brien recalls huddling with others in JWT's New York office that Saturday morning, grappling with how to respond. "It was one of the most agonizing weekends I've spent in my life," he said. "I didn't know how I could go back to work on Monday morning and still work on that account." Mr. O'Brien, a lifelong nonsmoker, later asked to be moved off the Liggett business.
Cigarette per-capita consumption peaked in 1963, the eve of the surgeon general's report. By 1971, cigarette TV advertising was history. But ad spending soared as the industry battled for share.
In 1985, the zenith year for cigarette advertising, Philip Morris Cos. and RJR Nabisco ranked Nos. 2 and 3 on Ad Age's LNA. That year, they were the top two magazine spenders, the top two outdoor advertisers and Nos. 2 and 4 newspaper advertisers.
Philip Morris, with a 50.3% U.S. share last year, and Reynolds American (formerly RJR), with a 29.8% share, now battle over a shrinking but lucrative U.S. market.
Overseas smokers
The big opportunity for tobacco -- and advertising -- is abroad, where tobacco is still growing. Philip Morris already generates nearly three-fourths of its revenue outside the U.S.
U.S. tobacco advertising lives on in limited form. Reynolds American last year had U.S. measured media spending of $52 million, mostly for Camel and Kool, according to TNS Media Intelligence. Philip Morris USA ran no ads promoting cigarettes (though it spent tens of millions on public-service and health-related ads, part of its effort to clean up its image).
Philip Morris USA spokesman Bill Phelps said: "We haven't placed any consumer advertising for our cigarette brands in newspapers or magazines in 2005, in 2006 and year to date this year." The company has focused on direct marketing and in-store promos.
The tack is working. In 2000, Marlboro had measured spending of $93 million and a 37.7% share. Last year Marlboro's share rose for the fourth consecutive year, to a record 40.5%.
The last Marlboro ad seen in the U.S. ran in Motor Trend en Español, May 2005. The ad, which appears to have been placed by an Ecuador unit of Philip Morris parent Altria Group, was measured by TNS because it circulated in the U.S.
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TOP STORIES
E4M Our strategy is to target younger audiences through Sports: Rajiv Dubey, Dabur
The Head of Media at Dabur India spoke exclusively to exchange4media on the World Cup, associating with Indian Idol, the company’s digital spending and much more
With quirky campaigns, memes and moment marketing, timed with the ongoing World Cup and particularly the India-Pakistan matches, Dabur India has got considerable consumer attention for its popular brands – Red Paste, Cool King Hair Oil, Chyawanprash, Dabur Vita and the recently launched Bae Fresh Gel toothpaste.
The 140-year-old company is going big on key sporting events, World Television Premiere (WTP) movies and reality shows. It is now gearing up to become the title sponsor of popular talent show ‘Indian Idol’ on Sony TV for the first time, shared Rajiv Dubey, who leads the media strategy at Dabur.
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ShareSwapan Seth's new book 'COOL' is out
The book is a reflection of the author's 'eclectic taste across categories'
Advertising professional and art collector Swapan Seth has announced the launch of his new book COOL. The book is described as "a ready reckoner to the hip and the happening, of the known and the very unknown."
The book is a reflection of the author's "eclectic taste across categories: from boltholes to exotic hideaways."
COOL has been published by Simon & Schuster India and is available on Amazon.
Seth is an ad veteran with a long and illustrious career in the industry. He became the youngest-ever Creative Director at Clarion at age 24. He was VP at 26 at Trikaya Grey. Two years later, he started his agency Equus.
He writes for publications such as The Economic Times, Hindustan Times and India Today. This is his second book and he has previously published THIS IS ALL I HAVE TO SAY.
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Disney Star signs 9 sponsors for Asia Cup PAK
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up come on board
e4m Staff Disney Star has signed nine broadcast and digital streaming sponsors for the upcoming Asia Cup.
Charged by Thums Up, Nerolac Paint+, Amazon Pay, Jindal Panther, My11Circle, MRF, Samsung Galaxy Z Flip5, Wild Stone and Thums Up have come on board for the upcoming tournament.
As reported earlier by exchange4media, Disney Star has sought Rs 26 crore for the co-presenting sponsorship on TV and Rs 30 crore for Disney+ Hotstar.
According to industry sources, the associate sponsorship on Star Sports has been priced at Rs 19.66 crore, whereas for the ‘powered by’ sponsorship on Disney+ Hotstar, the broadcaster is seeking Rs 18 crore.
As per the information available with exchange4media, Disney+ Hotstar has three sponsorship tiers-- co-presenting (Rs 30 crore), powered by (Rs 18 crore) and associate sponsorship (Rs 12 crore). The broadcaster is offering an estimated reach of 120-140 million for co-presenting sponsors, 90-100 million for powered by and 60-70 million for associate sponsorship.
A spot buy for 10 seconds has been priced at Rs 25 lakh for the India vs Pakistan matches, while for the non-India matches, the ad rate for 10 second is Rs 2.3 lakh. The India matches plus the final for ODIs has been priced at Rs 17 lakh per 10 seconds.
Asia Cup is scheduled to be held from 30 August, 2023, to September 17, 2023.
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Sorted 360 wins creative & social media mandate of Reliance Mall
The agency will manage offline and online campaigns for Reliance Mall
Sorted 360, an integrated creative and social media agency, has won the mandate to providing brand solutions for Reliance Malls across India.
“Sorted 360 is set to enhance Reliance Malls' market presence with their unparalleled creative prowess and strategic thinking,” read a press release.
“Sorted 360's commitment to pushing the boundaries of creative communication aligns perfectly with Reliance Malls' ethos. With a pan-India presence spanning across 19 cities and growing, Reliance Malls has consistently captivated customers by offering an array of Reliance brands and third-party fashion & lifestyle brands. The mall has established an unparalleled connection with its patrons through superior quality, a remarkable value proposition, and an unmatched shopping experience,” it read further.
"We are thrilled to welcome Sorted 360 as our trusted partner in advancing our brand presence across the nation," said the Head of Marketing at Relaice Malls. "Their proven expertise in retail, shopping center management, and innovative creative strategies make them the perfect fit for our vision."
"Partnering with Reliance Malls is a testament to our commitment to shaping extraordinary brand experiences," remarked Prerana Anatharam, Co-founder of Sorted 360. "We are excited to leverage our strategic and creative acumen to further elevate Reliance Malls as the epitome of convenience, choice, and excellence."
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KlugKlug onboards Hemang Mehta as Country Manager for Indias
Mehta was most recently Head of Agency Relationships at Network 18 Media & Investments
KlugKlug has appointed Hemang Mehta as its Country Manager for India.
Mehta will play a pivotal role in driving KlugKlug's growth and expansion within the Indian market and be responsible for Sales & GTM Strategy
Prior to that, he has also represented organisations like Exponential (now VDX.tv), India Today Digital and Rediff.com. His expertise spans various domains including digital media sales, mobile marketing, media planning, and buying, social media marketing, and more.
Hemang Mehta expressed his enthusiasm about joining KlugKlug, saying, "I am thrilled to be a part of KlugKlug, a forward-thinking platform that is reshaping the influencer marketing landscape. As much as I look forward to collaborating with the exuberant team at KlugKlug, I am super excited to interact with the brands to deliver powerful data-backed Influencer solutions that will guarantee business outcomes."
Commenting on the appointment, Kalyan Kumar, Co-Founder and CEO of KlugKlug, stated, "We are excited to welcome Hemang Mehta to our team as the Country Manager for India. His extensive experience in digital media sales and marketing will be instrumental in driving our efforts to provide influencer marketing solutions to our clients. We believe Hemang's leadership will be key in scaling our operations and expanding our reach within the Indian market."
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