Japan Tobacco International (JTI) called the pitch before Chinese New Year. A source close to the news told Campaign Asia-Pacific that the pitch included all of JTI’s product lines, and that JWT won the majority of the projects, with two other agencies including Ideata (異言堂) taking smaller projects.
JTI has several cigarette brands in the Taiwan market, including the top-selling brand Mevius (formerly Mild 7 before a rebranding in 2012), Sobranie and MI-NE.
As advertisements for cigarettes are banned in mainstream media, most of the work involves ‘subtle’ marketing efforts with trade channels like Duty Free, convenience-store racks and trade events, a source noted.
Taiwanese smokers prefer Japanese cigarette brands to imported brands from the West, according to a source. Mevius is the top brand in the country, with 24.9 per cent market share, according to a China Times news article, quoting figures from Taiwan Tobacco & Liquor Corporation.
JWT Taiwan declined to comment.