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Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow

INTRODUCTION: Transformation describes a dramatic modification in appearance or character. Philip Morris International (PMI)’s sponsorship-linked marketing of Formula 1 auto racing is illustrative of transformation. The company’s flagship cigarette brand, Marlboro has been replaced as the identified...

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Autores principales: Dewhirst, Timothy, Lee, Wonkyong Beth, Czaplicki, Lauren
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Oxford University Press 2023
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10664078/
https://www.ncbi.nlm.nih.gov/pubmed/37702346
http://dx.doi.org/10.1093/ntr/ntad177
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author Dewhirst, Timothy
Lee, Wonkyong Beth
Czaplicki, Lauren
author_facet Dewhirst, Timothy
Lee, Wonkyong Beth
Czaplicki, Lauren
author_sort Dewhirst, Timothy
collection PubMed
description INTRODUCTION: Transformation describes a dramatic modification in appearance or character. Philip Morris International (PMI)’s sponsorship-linked marketing of Formula 1 auto racing is illustrative of transformation. The company’s flagship cigarette brand, Marlboro has been replaced as the identified partner by their newly developed brand, Mission Winnow. This study examines the tobacco company’s marketing objectives for transforming the brand identity of its Formula 1 Ferrari race team partnership. AIMS AND METHODS: We provide a case study, and our method of qualitative enquiry is textual analysis. We review marketing planning documents from Philip Morris, which would normally be proprietary, but are publicly accessible because of litigation. Additionally, we review Mission Winnow’s social media posts, over a 3-year span, from the brand’s Facebook, Instagram, and Twitter accounts. RESULTS: PMI initiated its Formula 1 sponsorship in 1972. Through Marlboro, the company’s sponsorship-linked marketing was largely centered on building brand image and reinforcing Marlboro’s brand identity of rugged masculinity, independence, heroism, and adventure. When Mission Winnow replaced Marlboro as the identified brand sponsor in 2018, the company’s marketing communication shifted to highlighting transformation, progress, open dialogue, teamwork, innovation, technology, and science. CONCLUSIONS: Despite Article 5.3 of the World Health Organization’s Framework Convention on Tobacco Control (WHO FCTC) calling for Parties to protect public health policies from the commercial and vested interests of tobacco companies, PMI still seeks to be an important stakeholder in such consultations, including those pertaining to harm reduction. Mission Winnow’s sponsorship-linked marketing points to a larger company narrative about trying to gain or reclaim legitimacy and credibility. IMPLICATIONS: PMI’s continued sponsorship of Formula 1 is a strategic means of drawing attention to the company’s “next-generation products” and communicating their supposed “transformation.” The company’s sponsorship-linked marketing initiatives point to a need for Parties to enforce Article 13 of the WHO FCTC, which calls for a comprehensive ban on tobacco advertising, promotion, and sponsorship.
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spelling pubmed-106640782023-09-13 Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow Dewhirst, Timothy Lee, Wonkyong Beth Czaplicki, Lauren Nicotine Tob Res Original Investigations INTRODUCTION: Transformation describes a dramatic modification in appearance or character. Philip Morris International (PMI)’s sponsorship-linked marketing of Formula 1 auto racing is illustrative of transformation. The company’s flagship cigarette brand, Marlboro has been replaced as the identified partner by their newly developed brand, Mission Winnow. This study examines the tobacco company’s marketing objectives for transforming the brand identity of its Formula 1 Ferrari race team partnership. AIMS AND METHODS: We provide a case study, and our method of qualitative enquiry is textual analysis. We review marketing planning documents from Philip Morris, which would normally be proprietary, but are publicly accessible because of litigation. Additionally, we review Mission Winnow’s social media posts, over a 3-year span, from the brand’s Facebook, Instagram, and Twitter accounts. RESULTS: PMI initiated its Formula 1 sponsorship in 1972. Through Marlboro, the company’s sponsorship-linked marketing was largely centered on building brand image and reinforcing Marlboro’s brand identity of rugged masculinity, independence, heroism, and adventure. When Mission Winnow replaced Marlboro as the identified brand sponsor in 2018, the company’s marketing communication shifted to highlighting transformation, progress, open dialogue, teamwork, innovation, technology, and science. CONCLUSIONS: Despite Article 5.3 of the World Health Organization’s Framework Convention on Tobacco Control (WHO FCTC) calling for Parties to protect public health policies from the commercial and vested interests of tobacco companies, PMI still seeks to be an important stakeholder in such consultations, including those pertaining to harm reduction. Mission Winnow’s sponsorship-linked marketing points to a larger company narrative about trying to gain or reclaim legitimacy and credibility. IMPLICATIONS: PMI’s continued sponsorship of Formula 1 is a strategic means of drawing attention to the company’s “next-generation products” and communicating their supposed “transformation.” The company’s sponsorship-linked marketing initiatives point to a need for Parties to enforce Article 13 of the WHO FCTC, which calls for a comprehensive ban on tobacco advertising, promotion, and sponsorship. Oxford University Press 2023-09-13 /pmc/articles/PMC10664078/ /pubmed/37702346 http://dx.doi.org/10.1093/ntr/ntad177 Text en © The Author(s) 2023. Published by Oxford University Press on behalf of the Society for Research on Nicotine and Tobacco. https://creativecommons.org/licenses/by/4.0/This is an Open Access article distributed under the terms of the Creative Commons Attribution License (https://creativecommons.org/licenses/by/4.0/), which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Original Investigations
Dewhirst, Timothy
Lee, Wonkyong Beth
Czaplicki, Lauren
Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow
title Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow
title_full Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow
title_fullStr Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow
title_full_unstemmed Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow
title_short Philip Morris International’s Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow
title_sort philip morris international’s formula 1 sponsorship-linked marketing: transformation from marlboro to mission winnow
topic Original Investigations
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10664078/
https://www.ncbi.nlm.nih.gov/pubmed/37702346
http://dx.doi.org/10.1093/ntr/ntad177
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