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U Mild

Company: Hanjaya Mandala Sampoerna Tbk PT 
Brand value: US$1,541 million
Year on year change: -6%
Headquarter city: Jakarta 
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, and U MILD promotes itself as a brand that understands men and the “Bro code” between male friends. Its slogan is “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 allowed 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.