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A Mild


Company: Hanjaya Mandala Sampoerna Tbk PT

Brand Value: US$7,023 million

Year on Year Change: -15%

Category: Tobacco

Headquarters: Jakarta

Year Formed: 1989

A Mild, machine-rolled mild cigarettes are among the most popular in this category, and the brand seeks to appeal to smokers through heavy investment in advertising focused on the idea of daring to be different, and promoting its links with popular music. A Mild’s long-running music festival, Soundrenaline, was held in Bali in 2018 with the theme “The soul of expression”, and music events called “Soundsations” were held around the country throughout the year under the “100 cities, one language” banner. A Mild also supported the “Go Ahead Challenge”, a creative platform through which young people can showcase their talent for music, fashion, photography and other visual arts; this continues in 2019. Other experiential marketing in 2018 included the “Wave of Tomorrow” art, tech and music event in Jakarta. In January 2019, A Mild launched a new cross-platform campaign with the tagline ““Tapi Gue Jadi” (Yet I will be), following the successful “Nanti Juga Lo Paham” (You’ll understand eventually) series of TV and online commercials.