Consumers are inundated with adverts and brands on a daily basis and traditional advertising is no longer the most effective nor cost affective option, advertisers have to think of more creative ways to get their brand noticed especially in the current economic climate. One of the more recent brands that has tried unconventional advertising is Marlboro. However they have been accused of violating certain rules and regulations in the process.
Ferrari is the only Formula One team with a tobacco brand in is formal title, Scuderia Ferrari Marlboro. In 2005 Ferrari signed an extension of their sponsorship arrangement with Marlboro until 2011. This came at a time when tobacco sponsorship has become completely illegal in the EU. While the other major teams withdrew from their sponsorships from tobacco companies, Marlboro did not. The F1 Racing magazine estimates that in the period between 2005 and 2011 Ferrari will receive $1 billion from the agreement, an amount the Ferrari Team denies. Marlboro therefore has to advertise in a slightly less obvious way, some would even say subliminal way. In 2008, Marlboro displayed explicit on-car branding on Ferrari for the last time, now permanently replaced wit a variety of barcodes in places of it. The Ferrari team claims the barcode is part of the car design, not an advertising message. However from a different perspective it can be seen as a a creative solution to advertising within boundaries.
In typical Ferrari fashion, the F1 car sports a predominately red paint job. Now one of the most dominating elements of the cars paint job though is a massive red, black and white bar code that runs across the air intake behind the driver. It also shows up on drivers uniforms and in other sponsor items. At first glance it looks like a simple racing detail. A new form of stripe, or just a bold graphic touch. However when the car is moving at 200 plus miles per hour, it takes on a different message as it look rather familiar.. A look that is surprisingly similar to the iconic Marlboro logo. Hence subliminal advertising. Regardless of the outcome of this case and the fact that Ferrari is denying the claims from the European Public Health Commissioner; that it potentially violates the UK 2002 Tobacco Advertising and Promotion Act; it is indeed clever.
When I was a promoter of the mentioned brand we used to have F1 car simulators come with us to clubs. How ever we were not allowed to wear any of the Ferrari merchandise or use the simulators ourselves, as that would be associating our selves with the Ferrari brand. We were only allowed to invite other to play the game. And of cause we sold cigarettes, but only if you asked us to sell them to you ;) Can’t tell you how many times I tried to get hold of one of the Ferrari caps – so cool!
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