Being a british national, having seen the development of anti-smoking campaigns in the UK from 2004-present I am aware of the effect this has had on our smoking nation. What with the changing of laws, NHS media and dramatic price increases I can safely say, had I not have moved to Germany a few years back, I would no longer be a smoker.
As a smoker from a less tobacco-tolerant part of the world, walking down a street in Germany you are far more aware of the huge differences; like the smoking in bars and restaurants not being yet completely banned, the prices still lying under £5 and the most shocking are the ongoing pro-smoking advertisements.
I first saw the advertisement shown above in Mainz, Rheinland Pfalz. I had to double check with a friend that I had read it right, seeing that I had never seen such an advert.
After doing a bit of research, it seems Marlboro have gone with a “be Marlboro” campaign to influence the German smoking public. The words are played with to create attention and theme related reflection. The objective : weaken the “maybies”.
In my opinion, such adverts are not used to influence non-smokers to start up the habit. They are used to ease a smokers conscience. I have experienced it and it actually works!
The craving is stronger than the will to give up, and this is the exact theory that Marlboro have worked from.
On the other hand, let’s not think for a second that anti-smoking marketing campaigns are any less effective than those used in England! The use of guerilla marketing shown in the photo below to create awareness of the health issues involved in smoking is one of thousands used nationally.
But with effective marketing projects from both teams…who will win?