What Philip Morris International is up to Around the World

  • A Mild Basket: Harlem Magicmasters 2006: Among other things, A Mild sponsors sport activities. This is one of the many promotional strategies that target on youth. On November 19th 2006, A Mild Basket held Harlem Magicmasters featuring New York All Star. The event was held at Britama Arena Sports Mall, Jakarta. It was also held in two other provinces, Surabaya and Medan. Harlem Magicmasters is a competition exhibition featuring entertainer basketball teams from United States. It comprises of entertainer basketball teams from former college basketball players, Top Amateur, NBA League, NIKE Tour. 4000 tickets were sold and most of the audiences were youth. This event was advertised on billboards and posters along roads and streets. Astonishingly, I even found one billboard advertising this event in a rural village. More of a basketball competition, A Mild also has A Mild Libama Final. The participants of this competition were university students from 6 universities in Indonesia. This event was held on 15-16 September 2006 at Soematri Brodjonegoro Sports Center, Jakarta. (Source: Dina Kania)
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  • A Mild Live Production: Ever since Phillip Morris took over one of Indonesia’s biggest tobacco companies, PT HM Sampoerna, tobacco sponsored activities have increasingly and disturbingly taken place. The promotional events of A Mild, one of PT HM Sampoerna’s cigarette brands can be found almost everyday. A Mild Live Production is a sustainable promotional event run on a regular basis. You can find more than one A Mild Live Production music event on the same day, run in different parts of the city. Weeks before the D-Day, the event is usually advertised on giant billboards, posters and banners. (Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): Outside the mall, you can spot many colorful standing banners with huge A MILD logos on them, not only attractive to people in mall but also to people walking on the streets. The stage was fully decorated with A Mild logo. There were also many tents with the A Mild logo printed on them. During performance breaks, the MC never forgot to promote Sampoerna’s cigarette brands. They said something like this: “We’ll be right back, meanwhile please visit our stand and buy our cigarettes; all of our brands are there! U Mild, A Mild, Dji Sam Soe, where else will you get discounts? So don’t miss this opportunity guys!” (Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): Aside from band performances, the event offered many activities, from games, bazaar, and door prizes. I spotted many promotional items; clocks, T-shirts, jackets, bags and mugs. I asked whether they were for free and they said I have to win first. So for those who played games and won, they got these cool items for free. This of course attracted many people to participate, and again I saw children playing. (Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): The promotion staff present there were all wearing A Mild T-Shirts. There were also two beautiful and sexy sales promotion girls offering cigarettes with smiles. They persuaded people to buy by giving discount for all cigarettes purchased there. Again, youth were the customers.(Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): Most of the people there were youth; college students, middle and high school students. I even saw children age 5-10 years old. Some of them came specifically for the event; some just happened to be at the mall. Some were carried by their mother or father. It was not only music event, it was rather like a family entertainment -- everyone can join.(Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): Most of the people there were youth; college students, middle and high school students. (Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): Most of the people there were youth; college students, middle and high school students. (Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): Most of the people there were youth; college students, middle and high school students. Many of them were still wearing their school uniform. (Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): During the event most of the youth there were smoking. I couldn’t help myself from coughing. Again, I spotted some very young smokers. (Source: Dina Kania)
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  • A Mild Live Production (December 28, 2006): The event is was advertised on giant billboards. (Source: Dina Kania)
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  • On December 27th 2006 a day before theSidewalk Reggae, A Mild Live Production held another event featuring “Ungu”, one of the most popular music bands in Indonesia, with thousand of fans. It was held in Score Café, Cilandak Town Square Mall, a very popular place for teenagers to hang out.(Source: Dina Kania)
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  • A Mild IBL which took place on March 3rd 2007. (Source: Dina Kania)
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  • Sampoerna Seminar in Enterpreneurial Excellence held in many universities throughout Indonesia. This photo was taken on March 23rd 2007. (Source: Dina Kania)
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  • Sampoerna Seminar in Enterpreneurial Excellence held in many universities throughout Indonesia. This photo was taken on March 23rd 2007. (Source: Dina Kania)
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  • An event sponsored by A Mild, took place on March 24th in a club in Jakarta. (Source: Dina Kania)
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  • An event sponsored by A Mild, took place on March 24th in a club in Jakarta. (Source: Dina Kania)
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  • An event sponsored by A Mild, took place on March 24th in a club in Jakarta. (Source: Dina Kania)
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  • Street concert similar to earlier example (December 2006). this event took place on March 30th 2007 in the same venue (Source: Dina Kania)
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  • Street concert similar to earlier example (December 2006). this event took place on March 30th 2007 in the same venue (Source: Dina Kania)
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