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Smokers urged to express themselves

A MILD

 

COMPANY Hanjaya Mandala Sampoerna Tbk PT

BRAND VALUE US$8,297 million

HEADQUARTERS Jakarta

YEAR ON YEAR CHANGE 13%

INDUSTRY Tobacco

YEAR FORMED 1989

 

 

When A-Mild launched in 1989, it brought not just a new product to the market but also launched a whole new category: machine-rolled mild cigarettes. The brand remains one of the biggest and biggest-spending brands in this sector, although over the past year, cigarette sales have declined somewhat. In its communications, the brand has always played with the idea of daring to do something different; in 2016, its campaign “Go Ahead” encouraged adult smokers to follow their inner desires, and in 2017 smokers are urged to dare to express themselves. This year’s tagline “Nanti juga lo paham” translates as “You’ll understand eventually”. The brand is strongly linked to music, and is this year again supporting the long-running music festival Soundrenaline, which encourages audience participation. A limited-edition pack was launched last year, but this did not counter a dip in market share of 0.6 per cent – roughly the amount gained the previous year. In September 2016, A-Mild’s parent company announced the appointment of Mindaugas Trumpaitis as its new president-director; he has previously led Rothmans, Benson & Hedges Inc. PMI in Canada. Philip Morris International has a stake in Sampoerna. PT HM Sampoerna is listed on the Indonesia Stock Exchange, and PMI is listed on the New York Stock Exchange.

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