The final optional response submission will consider the re-branding a perceived negative mega-company, Philip Morris Tobacco.
In the early 2000’s, internal documents revealed that the large tobacco companies, of which Philip Morris is the largest cigarette manufacturer in the United States, had knowingly developed hybrid tobacco plants that were highly addictive and targeted tweens for a lifetime of smoking addition. They were required to place far more stringent warnings on the products, create remunerative advertising to alert the public as to the dangers of smoking, and stop using “blame tactics” to charge the user for their medical issues related to tobacco use.
Philip Morris’ brand value plummeted, as did all large tobacco companies.
Altria Group was founded by Philip Morris in 1985 as a holding company with interests in tobacco and wine.
I was absolutely outraged when I become bombarded recently with advertising for “Altria: Moving Beyond Smoking”, and “From a tobacco company…to a tobacco harm reduction company”, and “taking action to transition millions towards less harmful choices”. The visuals show blighted fields on the left and brightly colored, well patterned grids on a landscape on the right hand side of the screen. The print has a shot that appears to be from space of the planet with again, blight on the left and green on the right.
To decide to re-brand is an enormous decision for a company – their brand must be tarnished irreparably. And what does a “tobacco harm reduction company” do/produce?
Please locate an ad, or preferably, two, from Altria deconstruct the ad by looking at all the elements utilized, such as visuals, copy/dialogue, music bed, supers etc. Do you find this re-branding to be effective? You are a prime demographic for tobacco companies.
