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Stories of mateship show ‘guys know better’

U MILD

 

COMPANY Hanjaya Mandala Sampoerna Tbk PT

BRAND VALUE US$1,631 million

HEADQUARTERS Jakarta

YEAR ON YEAR CHANGE 6%

INDUSTRY Tobacco

YEAR FORMED 2005

 

U MILD is a brand of machine-rolled cigarette produced by Sampoerna, and is a more affordable version of the company’s premium A MILD brand. Its pricing means it tends to appeal to young adult smokers on lower incomes, though as competitors offer more choice at the value end of the market, the brand is coming under increasing pressure. Male friendship and a sense of brotherhood is at the heart of U MILD communications, and the brand’s tagline is “Cowok U MILD lebih tahu”, or “U MILD guys know better”. TV ads feature ordinary guys in situations with their mates, often linked to sport, music and motorcycling. TV advertising by tobacco brands is only permitted during certain hours of the late night and early morning, and there are restrictions on exactly what can be shown. 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.