Sampoerna Mild A cigarettes has launched another wave of thematic work in its drive to solidify its 'cult brand' positioning.
<br><br>
One of Indonesia's largest and oldest cigarette companies, Sampoerna is subject to tight Government censorship of its marketing initiatives, and adopted a public awareness approach which kicked off last year.
<br><br>
The latest print executions by David Indonesia address topics such as Government corruption and public apathy. In one ad, a sleeping man — who resembles a prominent Government official — is depicted with money flying over his head. The copy reads, 'Sleep and dream of more money… Ask why'.
<br><br>
"The objective of the campaign is to arouse curiosity, so as to instill a desire for social betterment. We need to overcome a strong inertia among Indonesians, who readily accept imperfections around them," said Joseph Tan, managing director of David Indonesia.
<br><br>
"We want to encourage Indonesians to question the status quo. We are trying to mask serious issues with a comic touch. It's basically an entertaining provocation."
