Don't be a maybe....

[Dottore]

Germany is currently papered with this ridiculous Marlboro ad campaign the slogan for which is "Don't be a maybe". I mean these things are everywhere.

Are there any advertising gurus here who can tell me how these ads are intended to sell cigarettes? Does someone look at these and say "OK. I won't be a maybe. I'll smoke some Marlboros."

What am I missing?

[aigel]

[aigel]

This website has good info, straight from the marketeers.
Be Marlboro: Targeting the World's Biggest Brand at Youth - TobaccoTactics

Honestly, even after I study it, I understand the feeling they try to convey, but I still don't quite understand how this makes one buy cigarettes. You can just as well say NO to a smoke as you can say YES. You are not a MAYBE in that case either!

What always amazes me is how popular the English influence is in Germany to this day. If something is hip, it has to be said in English. Who knows how much this plays a role?

On this note, I have to mention how the German language is getting peppered with English words, not just in the technology / gadget sector. People don't have a Fest any more, they have Events! Even the word 5hitstorm has become a word used in German newspapers. I don't recall seeing that in a serious American paper before! What's next, a Clusterf... ???

In December 2011, campaign billboards appeared with a large black lettered ‘MAYBE’ written on a white background with the MAY crossed out with a red cross (Image 1). The billboards were not attributable to anyone. This was a deliberate omission as these ads were intended to act as a “teaser campaign” to arouse people’s interest.[2]

Subsequently, a few weeks later, the advertisements developed from this simple ‘maybe’ into ads offering two choices and the slogan ‘Don’t be a maybe. Be Marlboro’ (Images 2, 3 and 4). All images unless otherwise stated are taken from Frederic de Wilde's PMI Investor Day presentation, 2012.

According to PMI’s de Wilde, “Once the campaign concept was established, we started introducing image visuals to add emotional elements and anchor “Be Marlboro” in real situations.” De Wilde explained the concept of the youth-focused campaign by stating that “young adults feel overwhelmed by the flood of information and options that new technologies offer. In this time of uncertainty, they have very few life compasses that can provide them with guidance. With the new campaign, Marlboro encourages them to be decisive, trust themselves and follow their inspiration. The concept is very simple: there are three ways to react when faced with a decision: Yes, No, or Maybe. Marlboro does not believe in Maybes.” Accompanying each image in the gallery below is PMI’s intended take home message of each image as described by de Wilde.

[Dottore]

So the association is supposed to be that smoking Marlboros will make young people decisive and full of certainty and provide them with a "life compass".

In my day it was "come to where the flavour is".

Things have changed.

[Jim Richards]

Don't be a maybe. Smoke Marlboros to guarantee cancer.

[cashflyer]

[on2wheels52]

Do a higher percentage of Germans/Austrians smoke than Americans? The couple of times I was there it seemed like a lot of smokers around. I remember seeing they were 5 euros a pack in '08 (about $7).
Jim

[flatbutt]

Originally Posted by Dottore

Germany is currently papered with this ridiculous Marlboro ad campaign the slogan for which is "Don't be a maybe". I mean these things are everywhere.

Are there any advertising gurus here who can tell me how these ads are intended to sell cigarettes? Does someone look at these and say "OK. I won't be a maybe. I'll smoke some Marlboros."

What am I missing?

There are alot of ads that I don't understand. You are clearly outside of the demographic that is the target of such ads. Be glad, be proud.

[livi]

Don´t be a baby - smoke M!

Ridiculous..

[red-beard]

I remember seeing the "Marlboro Man" cowboy ads on TV. Yep, it was in the late 1980's, in Pakistan, advertsing while we watch Star Trek Next Generation.

[Hugh R]

Interesting that they are in English in Germany. You won't see many ads in the US in German. Yes, I know many Europeans speak English.

[red-beard]

Oh, and I used to buy cartons and bring them back into Pakistan. I could get serious favors with a cigarette or two. A whole pack would require something extra special. A lot of times, I could get something for the empty box/pack! These guys would walk around with an empty Marlboro pack in a shirt pocket. It was a status symbol!

In India, the lower level guys didn't smoke. We used digital watches! I picked up 2 dozen watches in Singapore for about $1 each.

[Rick Lee]

Originally Posted by Hugh R

Interesting that they are in English in Germany. You won't see many ads in the US in German. Yes, I know many Europeans speak English.

VW had the whole Fahrvergnuegen thing a while back. Otherwise, it won't work in the US. Most Germans either speak English or have some cursory knowledge of it from long ago schooling. Not the case with Americans.

[Rick Lee]

Good sense of humor here. This was in Vienna. Anti-littering campaign. It reads "Your papers please." The irony is at the bottom with the phone number for reporting (denouncing) violators.

[Bill Douglas]

I thought this was an ad' for Brokeback Mountain.

[Schumi]

Originally Posted by Dottore

So the association is supposed to be that smoking Marlboros will make young people decisive and full of certainty and provide them with a "life compass".

In my day it was "come to where the flavour is".

Things have changed.

I've smoked for 10 years and never considered Marlboros 'flavorful'

Maybe they were different in the 70s..

[aigel]

Originally Posted by on2wheels52

Do a higher percentage of Germans/Austrians smoke than Americans? The couple of times I was there it seemed like a lot of smokers around. I remember seeing they were 5 euros a pack in '08 (about $7).
Jim

Sure do, especially Austrians - twice as many smokers (people smoking at least 1 cig ad day) than US:
Daily smokers statistics - countries compared - Nation Master

G

[masraum]

I don't think these ads don't have anything to do with making you want to smoke Marlboros. I think these ads are about getting the Marlboro name and image out there. By making the ads simple, they capture your attention. I'd say that they've done a pretty good job. Now, if you are already a smoker or you might be thinking about smoking, Marlboro may come to mind more readily.

My guess is that these are more about converting existing smokers than converting non-smokers.

[aigel]

I read that several states in Germany were going to sue against this campaign. It is illegal in Germany to target youth in cig ads and apparently the states think this law is violated. (So do I). Frankly, IMHO all cig ads should be illegal.

I guess it is possible that some youth don't want to be a wet blanket and jump right in. These ads may influence young teens or even tweens. The mean thing is that they are everywhere in public places, including public transportation - which also covers school kids.

I need a beer.

G

[DanielDudley]

Most people who smoke, start out at an early age, and feel smoking is a symbol of maturity.

So yeah, this is potentially brilliant.