Music helps cigarette brand reach young smokers
COMPANY Hanjaya Mandala Sampoerna Tbk PT
BRAND VALUE US$2,026 million
YEAR ON YEAR CHANGE 9%
YEAR FORMED 1984
Marlboro is the largest-selling cigarette brand in the world, made globally famous by the image of the “Marlboro Man”, who appeared in its advertising for decades. Marlboro Man has long since stepped aside and these days messaging focuses on a superior-quality, innovative and modern product, while still stressing a masculine Marlboro Man legacy. A younger audience of smokers is targeted through the sponsorship of sporting and music events – last year the brand continued with its sponsorship of music festivals, including the Djakarta Warehouse Project (DWP) Event, and Ultra Beach Bali. In 2016, the brand launched Marlboro Filter Black, its first traditional Indonesian kretek cigarette, with the tagline “Unleash the performance”. Cigarette advertising is highly restricted in Indonesia, although it is still considerably more liberal than in most other markets around the world. Tobacco excise tax will be raised in 2017 as part of government efforts to reduce smoking. Marlboro is owned by Philip Morris International, which is listed on the New York Stock Exchange, and is distributed in Indonesia by Hanjaya Mandala Sampoerna, which is listed on the Indonesia Stock Exchange and is majority owned by PMI.