QUESTION 2 Assume that this promotional campaign had been undertaken in Jamaica by a major local cigarette marketing company, elaborate on the specific environment forces, groups and /or agencies that would likely have an interest in this matter.
In February 2005, Philip Morris Tobacco Company, one of the world’s leading marketers of tobacco products including cigarettes began a promotion in the USA that included sending direct mails to teens and young adults on their birthdays. The campaign, titled “Drinks on Us,” included a birthday greeting card as well as a set of drink coasters on which several recipes were printed for making many different concoctions of alcoholic beverages. The drink recipes were mixed drinks of fairly high alcoholic content and included many well-known brands such as Jack Daniels, Johnny Walker, Smirnoff and Finlandia Vodka. With the recipe on one side of the coaster, the flip side included a tag line switch phrases such as “Go ‘till Daybreak,” and Make Sure You’re Sitting.”
From the start, the promotion was fraught with problems, coming under attack from a range of interest groups. Firstly, the promotion came under heavy scrutiny and started receiving attacks from several State Attorney Generals, a host of public advocacy groups, parents and the even the alcohol distillers themselves, who were owners of the liquor brands which were featured in the recipes. The Attorney Generals, parents and advocacy groups said the promotion endorsed and promoted heavy drinking among vulnerable groups, especially teens, and many of the recipes could be considered deceptive and misleading. For their part, the distillers were angry, because their brands and products were being promoted without their permission and consent.
In addition, the distillers argued that the promotion had nothing to do with alcohol, since Philip Morris only marketed cigarettes. Even then, they further argued, its actions violated the alcohol industry advertising code, which prohibits
Even the leading competitor like RJ Reynolds, the world’s top cigarette manufacturer, voiced their concerns about what they were termed the “under handed” method that was being used by Philip Morris to garner support for its products among customers.
Philip Morris, on hearing the mounting howls of public criticism and fearing possible legal actions, promptly cancelled the promotion and issued a series of public apologies for its actions. Eventually, the public criticism died down and no legal actions were taken against it, but the company’s action brought into sharp focus, the judgment of its marketing department and their appreciation for the many environmental actors and forces that may be affected by its marketing programmes.
QUESTION 2
Assume that this promotional campaign had been undertaken in Jamaica by a major local cigarette marketing company, elaborate on the specific environment forces, groups and /or agencies that would likely have an interest in this matter.
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