Sampoerna plans to build 'cult' status

<P>Sampoerna Mild A cigarettes has launched another wave of thematic work in its drive to solidify its 'cult brand' positioning.</P> <P><br><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. </P> <P><br><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'. </P> <P><br><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. </P> <P><br><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." <BR></P>