Company: Hanjaya Mandala Sampoerna Tbk PT
Brand value: US$5,882 million
Headquarter city: Jakarta
Year formed: 1989
Quirky image reflects distinctive cigarette flavor
A Mild was the first Indonesian brand of machine-rolled mild cigarette, known as SKM Mild, so launched not just as a new brand, but as a whole new category in the cigarette market. A Mild has strong and very distinctive branding compared to other cigarettes in Indonesia, playing with the idea of paradox and strangeness. It appeals mainly to younger smokers who want to identify with this desire to stand out; to be a trendsetter rather than a follower. As in other markets, there are significant restrictions on the marketing of tobacco products, and advertising is heavily regulated; advertisements cannot show the product, the shape of the product or anybody actually smoking, but spending in this category is very high. Philip Morris International has taken a stake in Sampoerna, the makers of A Mild, but Sampoerna A Mild remains, for the moment at least, unique to Indonesia. PT HM Sampoerna is listed on the Indonesia Stock Exchange, and PMI is listed on the New York Stock Exchange.