The low-tar cigarettes were launched last year to compete with rival Sampoerna’s mild cigarette brands that dominate the segment. Gudang Garam has also been incurring losses from its mass-market low margin brands.
The creative duties for Surya Slims were earlier being handled by DDB. The account was re-pitched and four agencies including Ogilvy and the incumbents DDB were invited.
Indonesia is world’s fifth largest tobacco market in the world and Surya Slim’s launch came at a time when government revealed plans to start limiting cigarette production to 240 billion sticks by 2010.
Gudang Garam hands Surya Slims creative duties to Cabe Rawit
JAKARTA - Cabe Rawit Pariwara will be handling the creative duties for Indonesian cigarette brand Surya Slims launched last year by country's biggest cigarette maker, PT Gudang Garam.
