U MILD

Company: Hanjaya Mandala Sampoerna Tbk PT

Brand value: US$1,285 million

Year on year change: -16%

Category: Tobacco

Headquarters: Jakarta

Year Formed: 2005

U Mild is a brand of machine-rolled cigarette produced by Sampoerna that puts male friendship and a sense of brotherhood at the heart of its communications. U Mild often links its marketing to music, sport and especially motorcycling, and the brand was part of a motorcycling contest in Maumere, Flores, in February as part of a music concert. The brand’s website features lifestyle content aimed at young men, including hot hairstyles of 2019, in collaboration with the “CHIEF” barbershop in Jakarta. U Mild also shares content about motorcycle maintenance with a message echoing the longstanding U Mild tagline “U Mild guys know better”. In recent months, U Mild has added to that message in its advertising, with the phrases “Loyal Gak Kenal Waktu” (Loyalty doesn’t know time) and “Percaya Tetap Percaya” (Believe in belief). U MILD is sold in Singapore and Malaysia as Sampoerna U.