Anne Landman's Collection
'KEEP IT WILD. KEEP IT FREE.' PROMOTION OVERVIEW
Abstract
This document presents an idea to promote Marlboro cigarettes by linking the purchase of Marlboros to the politically popular idea of land conservation. The idea was that Philip Morris, through a "substantial endownment," would start a private, non-profit organization called the "Marlboro Conservancy" whose mission would be to "help conserve America's wilderness." The Marlboro Conservancy would make donations to "recognized mainstream conservationist organizations" ("not eco-terrorist groups") to help purchase land with the object of saving it from development. The slogan for the promotion would be "Keep it Wild, Keep it Free," and the program objectives were to "strengthen YAMS relationship with the Brand" by making "an emotional appeal" towards land conservation. Spin-offs would include tee shirts, concerts (the "Keepin' it Wild" Music Festival"), a media tour and a meeting with "influencers" in Washington, D.C. The public relations expectation was that the a program would "help add credibility among various constituencies and address potenial negatives" by allowing PM to partner with legitimate, mainstream land conservation groups in the major media. Customers would have to smoke their way to land conservation, though, since it would take 25 UPC symbols to "earn" membership in the Marlboro Conservancy. In addition, for a limited time, each pack purchased would trigger and "automatic donation of $X" from Marlboro to The Conservancy.
This is an excellent example of a corporate entity attemtpting to co-opt a popular environmental cause to enhance its own profits, to the actual detriment of its individual consumers.
Fields
- Quotes
Marlboro Conservacy "Keep It Wild. Keep It Free" Promotion Overview.
OBJECTIVE: Provide "Marlboro Country" with expanded meaning and strengthen YAMS relationship with the Brand by involving them in a rewarding, and volume driving effort that's consistent with Marlboro's leadership role.
CONCEPT: Expand consumer perdeptions of :Marlboro Country" to include any place still wild and free. Raise consciousness of the importance of The Land. Then, to involve consumers continuously and directly in a partnership with Marlboro to conserve it.
...The program is designed to:
--Extend Image. --Drive incremental volume. --Generate franchise and competetive names for database.
EXPAND PERCEPTIONS OF MARLBORO COUNTRY
"Marlboro Country" isn't just "The West," it's any place still wild and free. These places belong to everyone and each of us should do our part to help preserve it. This creates consumer ownership, a visual sense of personal freedom and provides important groundwork for the launch of The Conservancy.
ADVERTISING: A magazine insert "spectacular" introduces the new, expanded Marlboro Country and raises consumer consciousness about conserving the land...
The Conservancy's Mission Insert -- An emotional appeal generates participation: 25 UPC's for membership.
"Get the Message" Ad -- A promotional appeal offers Conservancy "premium" to generate participation (T-shirt): 25 UPC's for membership.
"What One Man Can Do" Insert -- Individual appeal with tiered donation structure and membership offer. Braodens participation by providing UPC "donation" optin as well as 25 UPC membership....
ADVERTISING/In-Store: "Land Vote": Consumers are encouraged to help select land, or types of land, for preservation. A UPC accompanies each consumer mail-in "ballot" and triggers a donation.
- Company
- Philip Morris
- Author
- Young and Rubicam
- Recipient
- N/A
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