Bhd [Ltd] was set up. The advertising brief points out the suitability of associating Kool with jazz because the Malaysian government guidelines for television discouraged the promotion of foreign hip culture and jazz was seen as being ������wholesome, positive and exclusive������ in contrast to rock concerts which were associated with ������Woodstock, ���hippies���, dope, etc.������27 Keeping a young image through pop concerts and movies Through the 1980s and 1990s Malaysians were exposed to numerous prime time and all media advertisements for Salem High Country Holidays and Salem Cool Planet. In 1989, RJR Malaysia outlined its marketing plan for Salem ������logo license������ and ������thematic advertising������. Top priority was to communicate the product as the ������ultimate in refreshment������ where the user is ������young, contemporary, stylish, [with a] pleasure seeking lifestyle������.21 It would use music to reinforce Salem���s image through TV programmes sponsorship and concerts featuring international and local performing artists. Marketing activities were to be carried out in discos and music shops.21 RJR continued to use music in Malaysia through the 1990s (fig 1). RJR saw the fruits of years of tactical advertising when Salem become the second largest selling brand in Malaysia in 1995.28 The programmes ranged from ������action packed movies and tennis to contemporary music and dance������.29 30 Sports sponsorship advertises cigarettes In 1979, BAT outlined the advantages of sponsored activities, which included the sale of items associated with the sponsorship carrying the brand name and using pack faces or inserts to publicise the sponsorship activity.20 By 1992, sponsorship took on a more prominent role because it was the last domain to be unregulated. BAT stated sponsorship provides ���������publicity to the target market���not just in volume but in quality as well���Thus sponsorship is propor- tionately more important to a tobacco company as it is still widely available.������31 In Malaysia restrictions presented ������no problems, only opportunities������ to MTC.24 When advertising restrictions increased, anticipatory use of brand name advertising had already solved the problem. As pointed out by B&W: ���������the tightening communications situation has created a position in which sponsorship advertising is one of the few ways left through which cigarette names can be publicised in an interesting way.������24 Learning from the success of Philip Morris, BAT noted all sponsored events must carry the brand name in the title since ������symbol exploitation now establishes another shorthand way of saying Marlboro������.32 Tobacco company research helped point to sports that were liked by smokers. In 1987, Philip Morris��� General Consumer Survey revealed football, badminton, sepak takraw (local ball game) and snooker were the top four sports most often watched and played by Malaysian smokers.33 These sports were all selected for sponsorship (fig 2). Philip Morris also sponsored motor racing because it best suited the tough Marlboro image: ������The extension of the tough, outdoor, ���cowboy��� hero���now on wheels instead of a horse���is credible and authentic.������16 It established the Marlboro World Of Sports (MWOS), a television series to ������capture the spirit of Marlboro within a high action, high tech ambience. The cornerstone of our [M]WOS program is F-1, which is highly targeted, heroic and international.������34 Through this sponsor- ship it secured continued visibility for Marlboro on television: ������In the coming years, we continue to foresee supporting MWOS with the emphasis on bikes - playing a major role in our communications and local promotions strategies, and providing us programming leverage with the TV stations to maintain Marlboro visibility during the racing season.������35 An MTC marketing report documents how indirect advertising and sponsorship activities were carried out to support the launch of a new brand: ������The brand was given very heavy support in all the media. The sponsorship of the Pre-World Cup telecast and the World Cup [1986] live telecast was supported extensively by press ads in all major newspapers. In conjunction with the World Cup, various competitions were organised in the leading newspapers��� Additionally, the new B&H Special Filter product ad. with the headline World���s No. 1 Virginia was also launched.������36 MTC forecast that the sports sponsorship and advertising activities by MTC will increase cigarette sales.36 Philip Morris��� business expansion plan for Malaysia in 1994 identified restrictions on advertising as a ������threat������ and proposed to ���������increase the value of the Marlboro trade- mark in Malaysia through active trademark diversification [advertising] programs������ in all media.37 Its three year plan Table 2 Trademark diversification activities of cigarette brands in Malaysia in 1989.21 Company Premium brands Logo licence Sponsorship special event Sponsorship TV programme MTC Benson & Hedges Gold Centre Golf Mini series MTC Gold Flake ��� ��� Drama series MTC John Player Special JPS Cologne Polo Mini series MTC Kent Kent Holidays Bowling, regatta Musical serials MTC Kingsway Kingsway Sensation Concerts Musical MTC Lucky Strike L.S. Rally Shop Motor racing Movies MTC Players Gold Leaf ��� ��� Movies Philip Morris Marlboro Marlboro Country (Travel) Badminton Movies RJ Reynolds Camel Camel Adventure Gear ��� Formula 1 racing RJ Reynolds More More Style James Bond TV serials RJ Reynolds Salem Salem High Country Concerts, disco Musicals, sports, Formula 1 racing Rothmans Dunhill Dunhill Shop Soccer Mini series, movies, sports Rothmans Perilly���s Black & Gold Collection from Porsche Design ��� ��� Rothmans Peter Stuyvesant P.S. Travel Bowling, concert Documentaries Rothmans Rothmans Rothmans Executive Travel Soccer, boxing, snooker Sports Rothmans Virginia Gold ��� ��� Movies, musical Rothmans White Horse ��� ��� Sports MTC, Malaysian Tobacco Company. Indirect tobacco advertising in Malaysia ii65 www.tobaccocontrol.com group.bmj.com on July 13, 2011 - Published by tobaccocontrol.bmj.com Downloaded from

1994���1996 outlined how to maintain Marlboro���s presence in the regular media and communication strategies included: ������The Rev-It-Up Events and TGMP [targeted group meeting point] sampling programs are designed to create impact excitement in major markets with a live concerts [sic], mechanical bull riding, bar fly jumping, along with product sales and country premiums.������38 In 1994, Watson Creative in developing the blueprint for the marketing and advertising of Philip Morris��� Chesterfield, proposed the establishment of Chesterfield Legend Stores in Kuala Lumpur that would ������develop a strong gravitational pull upon the YAMS [young adult male smokers]��� Only TMD remains a viable long term resource that can sustain visibility and translate into income.������39 Sponsorship of the 1998 Commonwealth Games in Malaysia The Commonwealth Games has a smoke-free policy. Its constitution states: ������No advertisements of any kind to promote Tobacco or by companies who are principally engaged in the sale of tobacco or tobacco products will be permitted.������40 41 Malaysia hosted the 16th Commonwealth Games in Kuala Lumpur in 1998. Contrary to the Games��� constitution, tobacco companies sponsored the Games through the National Sports Council (NSC). The fact of tobacco sponsorship of the Games being against the Games constitution was never made public. In 1993, the Malaysian Sports Minister announced that cigarette companies could continue to be active in sports and welcomed them to sponsor and contribute to the 1998 Commonwealth Games Fund.42 BAT informed MTC it would sponsor the 1998 Commonwealth Games in Malaysia: ������The industry will channel funds through the National Sports Council (an existing organization) and not directly to the Commonwealth Games Foundation. NSC will write to the tobacco companies inviting financial contributions. Effectively the Industry will be allowed to ���sponsor��� the aims and work of the NSC and the Industry will seek limited publicity so that contributions can be managed as a brand operating expense, thus avoiding the need for specific disclosure in annual reports��� The Industry is proposing to contribute RM250 mns. [approximately ��66 million at current exchange rates] over five year period, beginning January 1994���������43 Figure 1 Examples of newspaper advertisements for Salem sponsorship of pop concerts in Kuala Lumpur. Figure 2 Advertisements of Dunhill sponsorship of national and world football events. ii66 Assunta, Chapman www.tobaccocontrol.com group.bmj.com on July 13, 2011 - Published by tobaccocontrol.bmj.com Downloaded from