Marlboro Cowboy sewing pants

Following the spirits manufacturers began to use substitutes advertising and tobacco company. Recently launched the advertising campaign Marlboro Classics clothing store owned by the Italian Marzotto. As it became known "Bus" campaign initiated corporation Philip Morris (PM), a manufacturer of the same cigarette. Experts believe that the tobacco giant testing a replacement advertising restrictions in anticipation of the legislative move cigarettes.

Marlboro Classics Shop opened in Russia in 1996, in 2002 - m, it was closed last fall opened again. Marlboro Classics advertising campaign launched this week, it includes advertising on billboards at bus stops in central Moscow, in particular, on Tverskaya Street. Advertise on one stop in the center of Moscow costs about $ 400 a month. Advertising, both inside and store attributes Marlboro Classics, performed in the style similar to the same cigarette brand.

Not long ago appealed to the representatives of the Swiss MTI PM office with a proposal to pay for the deployment of outdoor advertising shop in the centre of Moscow. "The basic right to use the brand Marlboro Cigarettes are owned by PM, so we are limited in advertising, in particular, we can not give advertising next to the shields of the tobacco company.

The Swiss headquarters PM in Switzerland confirmed that Marzotto uses trademark Marlboro Classics for a license, but argued that the PM "does not support commercial activities Italian company."

Market participants are convinced that cigarettes are associated with the Marlboro Cigarettes brand Marlboro Classics clothing. If you hold a focus group, the majority of those polled see an billboards advertising Marlboro Cigarettes. Worldwide Marlboro Classics has the image of expensive clothes for wealthy people, that is focused on the terms of consumer Marlboro Cigarettes. A similar incident - with the Davidoff cigarette brand, coupled with similar brands in coffee, alcoholic and cosmetic segments.

Market participants believe that the PM decided to use replacement advertising because of tobacco advertising restrictions forthcoming. The new law "On Advertising" and the Framework Convention on Tobacco Control the World Health Organization could seriously reduce opportunities for promotion tabachnikov brands.

Besides, Marlboro Cigarettes brand is losing market share: "Therefore, they do not have time to wait restrictions." Dole brand in the segment more than $ 1 per pack of cigarettes in 2004 decreased from 18.1% to 16.6%.

Advertising agency said that advertising Marlboro Classics is not contrary to law. Since outdoor advertising of tobacco products has not yet been banned, no violations of law could not be here. Only the appearance of advertising on television Marlboro Classics, which banned tobacco promotion, will be able to draw the attention of the antitrust authorities. The campaign was well planned, because sanctions Federal Antimonopoly Service is much stronger against the operators of outdoor advertising: if improper material for placement officials fined only television, the "naruzhnikov" usually dismantle Shield.

If this campaign be made widely available, we pay attention to this.