On September 8,
2003,
Imperial Tobacco launched a re-branding of its bar promotions from the
red seat/club rouge labels to the "Definiti" label.
They created two new subsidiaries to manage these new promotions:
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►Rumbling
Walls Entertainment
provides "integrated marketing services through its magazines, Web
sites and through the organization of quality events."
►Channel 2
finds "non-traditional venues for product displays. This includes bars
and entertainment events. In particular, Channel 2 may display products
during events organized by Rumbling Walls Events."
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In no time at
all, Rumbling Walls had rumbled through major Canadian cities,
organizing high-production club and other events in a direct assault
against Canada's restrictions on cigarette marketing. |
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Definiti is a
new twist
on
lifestyle promotions for cigarettes.
Imperial Tobacco
has made it as
simple as
A-B-C.
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A.
Imperial Tobacco
used to create a lifestyle image, to which it would directly
affix a picture of cigarettes its product
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1997
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B.
Then they moved to using cultural and sporting events to generate a
lifestyle image, to which they would directly affix an associated brand
logo. |
C.
Now, they
are using magazines and club events to generate a brand image, and
indirectly affixing their product name by selling the product
on-site and using word-of-mouth and news coverage to reinforce the
association.
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2000-2003
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2003
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Definiti creates a lifestyle image through:
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►Music:
The definiti
web-radio-site (apparently managed by Iceberg Radio) boasts 10
channels of music - POP - Urban - Club - Alternative - Hot A/C
- Girl Power . There's something for almost every young taste.
Definiti
Radio is prominently promoted at the top of the Microsoft
Windows Media Player
(Canadian home) and Iceberg radio.
This is
definiti-ly not the opera. |
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►The
performing arts:
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Definiti hires musicians, dancers, circus performers, muralists -- even body painters, to
generate a sense of style and an image of sophisticated urban living.
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►Other, um,
performing arts?
Semi-clad
women are a stable fixture at Definiti events. Some dance,
some prance, some just stand there in their own painted-lady
fashion.
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►Glossy displays
and
glossy girls push du Maurier cigarettes
Highly lit
cigarette displays are centre-stage at Definiti events.
Posting sentry are cigarette girls hired from modelling agencies at
a rate of $100 per hour.
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►Magazines
Definiti is both an e-zine and a glossy publication distributed at
events and through the mail.
The
circulation for Definiti magazine, reports the marketing review,
Strategy, is 140,000.
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