DAY 12 Perry – Barcelona to Bermondsey

Listening to: Amaury Perez -- Andes Lo Que Andes

Emotion: Excited

I’m heading back to Barcelona airport, a fifteen Km drive from my hotel. I open a pack of Consulate Menthol cigarettes and my colleague riding shotgun beside me tells me that these are really bad for me. Mind you, it doesn’t stop her from smoking one of mine though.

Last night or should I say the early hours of the morning, while returning to our hotel she confided to me she was quitting smoking as she had developed a bad cough and smoked too many cigarettes that night. But that’s what I found with a lot of smokers, they are always just about to quit. As the Spanish say ‘manana, manana, manana’. That or they’ve quit many times before. As Mark Twain once quipped ‘It’s easy to quit smoking. I’ve done it dozens of times before’.

I don’t want to sound pious but where is their back bone, the will power or the strength of character in these people? Are there that many people so insecure and weak who can’t stand by their own convictions?

Reading that back now, I that it sounds harsh but really the easy option is just to carry on and blame everyone and everything around them for their problems. If change is going to come it has to come from within. That can be a scary place to look for some people. It’s easier to loose yourself in drugs, shopping and celebrity bullshit than start a journey of the self. But I believe the journey is worth starting. You owe it to yourself. You owe it to your self to stop smoking! Not your kids, not your partner or your boss. You owe it to yourself to stop smoking. You are a beautiful person.

Rant over -- The menthol cigarettes taste minty fresh, like toothpaste and are more pleasant than the other brands I’ve been smoking. The mint flavour comes from an application of menthol essence in the form of a spray to the silver foil in the pack of cigarettes not buy adding sprigs of mint leaf to the tobacco as many people believe. This odour seeps into the cigarette, adding a few more chemicals to the already heady mix.

I know of people who started smoking menthol cigarettes when they were children because firstly they are very smooth to smoke and secondly they thought their breaths would smell of Polos. Of course their breath didn’t smell of Polos and their parents busted them for smoking. The truth is because they are easier to take the smoke down, they are more harmful than ‘normal’ cigarettes.

I remember being told at Philip Morris that sales of Marlboro Menthol would rise during the winter months as some people were under the illusion these cigarettes were healthy cigarettes! Hello -- there is No such thing as a healthy cigarette!

I’m sure many children start smoking Menthol, the alcho-pop of cigarettes as their first cigarettes. Perhaps the tobacco companies could also manufacture chocolate, strawberry, vanilla or even Mc.Chicken Nugget flavoured cigarettes to get the kids hooked early. Sounds far fetched? I wish it was as this has already been done.

www.youtube.com/watch?v=aHvXjgk8PSk

Now I’m really finding it easy to smoke ten cigarettes a day. It’s quite frightening how easy it is in from my first experiences to twelve days down the line.

I’ve got two days left now in this experiment and it would be easy to carry on smoking as the worst of the side effects are over but I know this would lead me down the road to addiction and I don’t won’t to be dependent on these little things that kill. I could even smoke more than ten a day now, I’ve hit the groove, I’m thinking like a smoker. But ten is more than enough for me, thank you very much.

I must admit, I like the social aspect of this anti-social action. Hanging about, having a chat, a cup of tea and a cigarette is fun but the reality is I can do all that without cigarettes in my life.

SMOKES TODAY – 10 out of 10

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The major tobacco industry players are…

Philip Morris Ltd. Owned by Altria Inc.

Brands include – Marlboro, Raffles, Basic and Philip Morris.

1) The company manufactures, markets sells/distributes in more than 160 countries.

2) Produces 7 of the top 20 best selling global cigarette brands.

3) Collectively accounts for 18% of the global cigarette market.

4) Marlboro is one of only 2 brands with global sales exceeding $15bn per annum

The Marlboro Man advertising campaign by the Leo Burnett Agency is widely acknowledged as one of the all time most successful advertising campaigns. Ads  depicted nothing much to do with cigarettes (i.e. paper rolled around dried leaves), but propelled the brand to the forefront of premium cigarettes market. 

British American Tobacco / Rothmans

Brands include – Lucky Strike, Dunhill, Rothmans and Royals

1) The company operates in more than 150 countries.

 Reynolds American Inc.

Brand include – Winston Salem

Gallaher

Brands include – Benson & Hedges, Silk Cut, Berkeley, Sovereign, Dorchester and Mayfair.

Imperial Tobacco

Brands include – Embassy, Regal, Superkings, Lambert & Butler and Richmond.

Tobacco companies such as BAT and Philip Morris both run Youth Smoking prevention programs as part of their corporate social agenda. The ‘you don’t have to smoke to be cool’ advert was shown on MTV Europe, minimum age notices are placed in points of purchase and the brand logo is not sold on caps and t-shirt.

However these initiatives are dwarfed by corporate sponsorship, marketing and point of sale activity of rock concerts, Formula 1 and other motor sports. These events are attended predominately by young people whose perception of rock stars or the motor racing champion is one of cool and glamorous, who lives an inspirational lifestyle all young people can only dream off.

The reality of driving for most people is one of congestion, frustration and pollution. Cars have always been sold on an image of open roads, hassle free driving and freedom to travel. These associations have always been the Marlboro Mans identity. Sponsoring motor-sport has taken the campaign yet another step forward from the days of the cowboy.

Rock ‘n’ Roll stars have always been aligned with rebellion, free wheeling, on the edge and everything the previous generation despises. Again these are all qualities young people identify with and want to be a part off. These qualities are coincidentally the same as the Marlboro Man myth.

The reality the original Marlboro Men, Wayne McLaren, is that he succumbed to lung cancer and died at the age of 51. McLaren’s brother provided a voiceover over a withered image of Wayne in a hospital bed prior to his death asking the question ‘Lying there with all those tubes in you, how independent can you really be?’

Cigarette girls are used extensively to reinforce the brand in bars clubs, high profile events, parties, film premiers, fashion shows, concerts, festivals and restaurants. Although giving away free product to customers is no longer prohibited selling them at a great reduction isn’t. There is also the perceived association of beautiful models and cigarettes, the image of glamour is aspirational and being at all the right places. It sends out a message that if you smoke you can be ‘hot like me’. Again associating cigarettes to sexy, young and glamorous women enforces the image the brands try to portray. It is the wrong message to send out when about one fifth of 15 year olds are regular smokers, with the number of girls lighting up outnumbering boys. Most of the girls I knew who promoted cigarettes in bars don’t actually smoke.

The image of smoking in the all media is still perceived as cool. From 50’s stars such as James Dean (Rebel Without a Cause), to Michael Caine (Get Carter) right through to today’s blockbusters starring Brad Pitt (Fight Club) and John Travolta (Swordfish). These stars are immortalized in film images that are so strong the picture could be still endorsing cigarettes as a ‘cool thing’ 50 or 100 years from now in cinemas and in your home on DVD.

Dirk Bogart           Celebrities           John Wayne

Throughout the 90’s the TV and film franchise ‘The X Files’ contained a character played by the non-smoking actor – William B Davis called ‘Cancer Man.’ The Fox TV publicity department were more PC and referred to the character as ‘Cigarette Smoking Man.’

For film directors today to reinforce the image of smoking as a cool character trait is morally irresponsible, lazy and shows a great lack of imagination.

Certain celebrities revel in their ability to smoke cigarettes like it’s a badge of honor. The problem is in these days when celebrity is celebrated and impressionable young people readily buy into it, promoting smoking is not only irresponsible but stupid. Not all the blame can be laid at the door of this or that celerity. The media should be more careful of what photographs and images they choose to reproduce.

Technorati Tags: advertisment, B&H, BAT, benson & Hedges, berkeley, british american tobacco, cancer, cigarette, cigarettes, dorchester, dunhill, embassy, film, gallaher, imperial tobacco, lambert & butler, leo burnett, lucky strike, lung, Marlboro, marlboro man, mayfair, mtv, Philip Morris, raffles, regal, richmond, rothmans, royals, salem, silk cut, sovereign, superkings, winston

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Killing your customers is not generally considered a good business practise, but tobacco companies seem to excel in this field. 

Associated health problems attributed to the smoking of cigarettes prior to the 1930’s were unknown. ‘Doctor Recommended’ and ‘Good for Digestion’ advertisements were common in the 1920’s. Then in 1932 a paper published by the American Journal of Cancer made the connection between cigarettes and cancer. 

Many more papers were subsequently released, solidifying the health issues from cigarettes. By 1957 the Surgeon General (USA) became involved with the issues and by 1964 he had filed an official report connecting cigarettes to cancer.

In the early 70’s a Smoking Act was passed by the US Congress, TV bans and warning labels were brought into effect. Within the space of four decades the image of cigarettes had changed. Smokers (the minority) still believe it’s their right to smoke, not the non-smokers (the majority) right to breathe clean air. On 1^st July 2001 smoking will be banned in all public places in the UK following successful bans already in place in Scotland, Ireland and Wales.

Way back in 1973 warning labels were introduced and the first ban on smoking in a public place was introduced in Arizona. California, New York State and Ireland followed suit years later. Other countries throughout the European Union are now lining up to back a ban on smoking in enclosed public spaces

In 1984 warning labels were changed on the packet of cigarettes. Meanwhile in Canada, Brazil, Singapore and Thailand packs already contained graphic coloured images with additional health warnings. Ireland and Belgium have indicated that they will introduce some of the 42 images approved by the EU in the near future. 

                                                         Leo Burnett     

                         ’Original’ Marlboro                       

Philip Morris used the Leo Burnett Company in 1955 to develop a ‘minor cigarette brand with a predominately feminine image and turned it in to a big seller by using close-up photos of ruggedly handsome men’, The ‘Marlboro Man’ arguably the most successful marketing campaign ever, took the idea of smoking and linked it with the image of rebellion, freedom and personal choice. Thus, any attacks made on smokers or smoking becomes an issue of losing that freedom or the government interfering in the personal choices of the people. This changed somewhat in 1993 when passive smoking or second hand smoke was recognised as a cause of cancer. The issues of freedom to smoke and personal choice changed to one of injuring others.

      Marlboro Man circa 1955     

      Marlboro cowboy circa 1956     

Marlboro Country circa 1973

The tobacco companies answered by employing marketing strategies for a healthier cigarette, this started in 1952 with the introduction of filters. 1.3% of cigarette sales had filters in this year but by 1956 over 25% had filters. Now almost all cigarettes sold are filtered. The next step in the elusive search for the healthy cigarette occurred in the 70’s with the introduction of the ‘Tar Wars’. Arguable the most famous brand created was ‘Marlboro Lights.’ The words Light and Medium were outlawed in 2002 in the UK. Cigarette tar and nicotine yields are measured by machines that smoke but bear little relation to the way humans smoke cigarettes. However it is widely perceived that a Light alternative is safer but there is no evidence to support this.

The continuation of marketing ‘Marlboro Man’ and ‘Marlboro Country’ saw the emphasis shift from the product to one were a cigarette or pack of cigarettes had completely disappeared from the advertisements and now the focus was on satisfaction and taste. The whole appeal of the product is one of rebellion and freedom. Marlboro ads no longer sell a product but sell an image.

As the Western worlds taste for cigarettes diminishes with the knowledge of cancer and the new legislation against tobacco smoking in public places and raising the age to buy from 16 to 18, the tobacco companies shift their emphasis to new and emerging markets in developing countries. Not unlike other corporations who set up sweat shops in Free Trade Zones throughout the developing world, the tobacco companies are also taking advantage of cheap labour and land and take with them a whole new set of health, environmental and social problems. Although cigarette sales in the western world have diminished the tobacco companies report bigger profits year on year, but at what cost to public health and the environment?

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Friday 15 April 2005 Perry

Last day of working for PM Ltd. Although they made me work my complete notice out they have decided to pay me for seven days holiday I wasn’t allowed to take and keep the car for the same period.

Went out with my old colleagues for a meal and a piss up. If only they knew what I’ve been working on for the last eight months. It will be a huge relief not living a double life. The stress is falling away as I write; maybe my hair will start growing back (yeah right)!

Technorati Tags: Philip Morris, PM, stop, stress, working

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Monday 21 March 2005 Perry

1^st of a two-day meeting at PM HQ. Introduced to Marlboro Blend 28 and discussed marketing strategy with major blitz on London. Product is designed to capture B&H market by appealing to smokers of blended tobacco instead of Marlboros traditional Virginia tobacco.

First look today at a PM vending machine that operates with credit cards. This allows the company not only to track sales, but also gather customer information. Vending operators will have direct competition from manufacturer soon On-Trade. They are not going to be happy!

I had my resignation letter in my brief case and was going to quit today but after the meeting had wound up, my line managers were engaged in some debate and looked stressed. I didn’t have the heart to drop the bombshell on them. Typical, always thinking about everybody else accept me. Well, there’s always tomorrow.

Technorati Tags: 28, B&H, Benson and Hedges, blend, blended, light, machines, Marlboro, Philip Morris, PM, stop, tobacco, vending, virginia

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