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11 Marlboro


Company: Hanjaya Mandala Sampoerna Tbk PT

Brand Value: US$2,144 million

Headquarters: Jakarta

Year On Year Change: 6%

Industry: Tobacco

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. In Indonesia, there is a range of Marlboro variants, including the new-in-2018 Ice Burst cigarette, which replaces other menthol varieties in the portfolio. Communications for the brand has moved on significantly since the days of the Marlboro Man and his physical masculinity. The brand now uses its association with music festivals and sporting events to target young adult smokers, and in recent months has been investing heavily in online and social media around its “Gue Decide” campaign, which means “I decide”. The campaign urges people to have confidence in their decision-making to improve their lives. A “Gue Decide” web series featuring renowned actors Rio Dewanto, Dipha Barus and other artists has been developed, supported by a social media campaign and there is also music to “calm the mind and increase productivity”, developed through collaboration with local artists and available online.