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Indonesia 2015 | Brand Profiles | 11 | U MILD

Company: Hanjaya Mandala Sampoerna Tbk PT

Brand value: US$1,640 million

Headquarter city: Jakarta

Industry: Tobacco

Year formed: 2005

Budget-priced cigarette appeals to low-income earners

U MILD is a brand of machine-rolled cigarette produced by Sampoerna, the tobacco giant behind the premium A MILD brand. U MILD is the more affordable of the two, so tends to appeal to young adult smokers on lower incomes. U MILD’s slogan changed in 2015, to “Cowok U MILD Lebih Tahu”, or “U MILD guys know better”. As in other markets, there are significant restrictions on the marketing of tobacco products, and advertising is heavily regulated, but spend in this category is significant. In fact, tobacco is one of the biggest-spending industries on advertising in Indonesia. Advertisements cannot show the product, the shape of the product or anybody actually smoking, and TV advertising is only permitted during certain hours of the late night and early morning. Philip Morris International has a majority stake in Sampoerna, and U MILD is sold in Singapore and Malaysia as Sampoerna U. PT HM Sampoerna is listed on the Indonesia Stock Exchange, and PMI is listed on the New York Stock Exchange.