The campaign has been running for this fall. For his new vapor cigarette Iqos, Philip Morris has launched several campaigns. The latest builds on the Testimonials of satisfied Iqos-“users”. Such as Thomas and Sebastian. In the Video, the two men tell not thrilled with how the vapor cigarette stink in contrast to normal cigarettes, how comfortable the product is. The setting in which you do, stands out from Zurich on the inside and people of Zurich immediately catches the eye: It is the well-known and legendary Olé Olé is a street Bar in the middle of the length.

A trendy Bar with a history. A Bar which was already there, as the long road not a party mile for the half of Switzerland. A Bar that survived a takeover attempt by the Hells Angels, and today, with different people – from the student up to the Banker – it is popular. Mediendrehs were not seen in the Olé Olé used to be. Everyone was welcome, but for publicity alone, the guests did not have to worry, said the former owner in 2012, in the “Tages-Anzeiger”.

Trendy Zurich Local: The Olé Olé Bar at the Langstrasse. Image: Urs Jaudas

Today is obviously different. Olé-Olé-Co-Elena Nierlich sees no Problem in the cooperation with Philip Morris: “We are open for shooting in the Olé Olé Bar. There are already several films have been shot at us,” she says. “We are the night life, alcohol, and cigarettes fit in there”, says Nierlich. “Although the Smoking of vapor cigarettes is prohibited in the Bar and we appreciate the ban on Smoking in indoor spaces.” How much Philip has paid Morris for the rotary, don’t know Nierlich.

Specialist advertising critical

there are two specialist agencies, is Looking to watch the advertising of the tobacco companies and driving longer with Argus eyes. The industry was 30 years known for in their advertising directly to Teens as potential customers as the target, such as the last part of the campaign “Don’t be a maybe”. Today, Philip Morris focused on advertising for the new vapor cigarettes. You should contain less harmful substances than cigarettes, but just as addictive and harmful to the health. It is also the Olé-Olé-Iqos-advertising.

Thomas Beutler, research associate at the Swiss Association for Smoking prevention, interfere in the advertising, aimed at a certain Lifestyle: “The product is to be interpreted by consumers as a healthy and trendy,” he says. “We also observe with some concern, as more of the boss of Philip Morris presented in the major media to advertise personally for Iqos.” In the case of advertising in trendy and stylish Bars, associated with Testimonials of the cool guys, don’t be difficult to estimate whether the advertising objectives on a Teenager. “All the more cool and trendy, the advertising, the greater the Chance that it attracts young people,” says Beutler.

Beutler observed that the corporations have invested in the advertising of cigarettes lately restricted, more in electronic cigarettes. “As long as the tobacco product act is dealt with in the Council, will hold the industry back,” says Beutler. The Federal Council has recently agreed to a request from the health Commission and to tax E-cigarettes in the future, best. This fall, submitted by the major health organizations in Switzerland, also, together, the Federal Initiative “children without tobacco”.

Philip Morris confirmed that it advertises for more than a year with their brands of cigarettes on billboards, in Newspapers, in cinemas and at Festivals. “Our communications are with adult smokers has since been focused on our smoke free products,” says spokesman Julian Pidoux. “Iqos is only a year old for adult smokers looking for a better Alternative to cigarettes and for Ex-smokers, non-smokers or minors.” The current campaign is aimed exclusively at adult smokers who are over 25 years old.

Created: 11.11.2019, 14:31 PM