Smoke clears

Tobacco II Advertising for cigarettes has shrunk massively. At first glance, everything seems clear:
According to Media Focus, the tobacco industry spent the following amounts on advertising in 2005
of around 50 million francs. That is a good 20 million
less than in the year 2000.
71 million represents a long-term peak. In 1993, when
tobacco advertising ban was not an issue at either cantonal or federal level,
advertising expenditure in the tobacco industry was at a similarly "low" level
as in 2005.

The reason for the trend reversal is therefore less likely to be the restriction
advertising, but rather in the decreased market volume in the
Western Europe (CH: - 9% between 1994 and 2002) and in the concentration
of the national tobacco market, which is now shared by only three groups
becomes. Where the cake is shrinking, the shares -
unlike in the fast-growing markets of Eastern Europe and above all in
Russia - fewer resources are being used, the tobacco companies have to
experience.

This not only applies to traditional advertising media. Also in the other
In channels such as POS or sponsoring, investments are stagnating. The latter
Since the mid-1990s, this area has been increasingly well developed and
seems to have almost exhausted its potential. However
the decline in the visibility of branded cigarettes together with the
Tobacco tax increase to boost sales of cheaper private labels
favor.

From another planet
For their part, brand manufacturers are responding to these market changes with
marketing mix adjustment, i.e. with price reductions, in order to increase their
sales volumes. This makes the new
Parisienne poster campaign in this environment. It is the ninth
classic campaign, which Sulzer Sutter has launched alongside hundreds of other
Measures for the Swiss BAT brand since the budget win twelve years ago
conceived and realized for years.

After the silhouettes and the entertainment packaging promotion
the brand deepens its avant-garde, artistic appeal with
a literally knitted performance. With the knitting artists
Christa Michel and Eva Grimmer-Randegger is a whole planet made of yarn
and wool with many equally fibrous inhabitants and objects on it
was created.

The cinema spot will follow in the same style in May. For this one
a modest budget will suffice. Cooperation with the
film class at the HGKZ nevertheless made a commercial possible that 
the mood of previous Parisienne spot directors such as Polanski, Altman
or the Cohen brothers at the same level, says CD
Francis Sulzer.

The fact that his creative strategy even in a shrinking market
is demonstrated by the fact that Parisienne, despite new, similar
positioned products (such as Brunette and the independent Fred) also in
has been able to gain shares in recent years. Whether Parisienne will be
deliberately opted for a similarly restrictive starting position as in the USA
is questionable. In any case, Sulzer is clear that
"Normally, major brands are able to increase their market share when
consolidate". And: "What is happening in the USA could also happen here.
repeat."

Luca Aloisi