Ferrari: Underhand branding or pure genius?
Ferrari has been allegedly charged of publically advertising Marlboro’s brand name. There is a possible case of tobacco advertising on Ferrari’s Formula 1 cars in the shape of a ‘bar code’ precisely where the Marlboro logo was placed a few years back.
According to strict European Union laws that ban tobacco advertising in any form, Ferrari, formerly known as Scuderia Ferrari ‘Marlboro’, is the only Formula One team to include the name of a tobacco company in its title. However, sporting the mark on their cars is taking it to the next level.
It is reported that the primary reason for the ‘barcode’ is potentially offending to EU laws because it resembles the lower part of a packet of cigarettes. It might seem illogical claiming that a bar code reminds people to light one up as pointed out by Ferrari President Luca di Montezemolo. He said, "Frankly, I find this argument completely pointless and it is verging on the ridiculous to claim that the color red or a graphic design which shows a bar code could induce people to smoke."
However there is another school of thought that argues that a brand as extensively distributed and readily available as Marlboro makes it recognizable enough that a consumer can be reminded of the product without actually seeing it. Here it should also be noted that cigarettes have arguably one of the highest customer loyalty than any other consumer product – suggesting that a Marlboro smoker is less likely to switch to another brand due to the product’s addictive nature.
Marlboro’s deal with Ferrari comes with an added worth of around $1 billion. The fact that the second largest tobacco company hadn’t cut down its sponsorship when the 'No-Tobacco-Advertising' ban was implemented in 2007 is rather hard to understand. Could it be, ‘for the greater good?’ The statement sounds increasingly naïve for a cigarette company, verging on ridiculous even. Not only does the bar code is placed exactly where the ‘Marlboro’ logo used to be but the team fire-suits and uniform have been changed accordingly as well. If nothing else, the emptiness represented by the bar code could also be a reminder to old fans that Marlboro’s 'place' shall never be taken. Some even argue that at high speeds, what a Formula one car is naturally designed to do, makes it even hard to pick the ‘absence’ of the Marlboro logo.
Those considering this an original, first of its kind ‘innovation’ should think again. Tobacco companies have carried out these ‘indirect’ tactics in the past as well. The Jordon team that sported ‘Benson & Hedges’ responded by taking out a few letters from the brand name till it read ‘Be on Edge’. The bar code was also found on McLarens back in the 80’s and 90’s when advertisement of such nature was banned in Britain and Germany. West, another American tobacco brand was using the expression "East" on the Zakspeed Team car. The McLaren Mercedes Formula one team sported the name of its drivers Kimi/ David / Mika in the same font as the predecessor West logo.
Ferrari removed the bar code before the Barcelona Grand Prix on the grounds to cut down further speculation and to bring back attention to the track.
"By this we want to put an end to this ridiculous story and concentrate on more important things than on such groundless allegations," The Ferrari F1 Team
Will the change in design hamper Marlboro-Ferrari ties? Loosing tobacco giants would be a huge blow for the Italian team since F1 teams roughly cost $400 million a year just to take part in the entire event.
Furthermore, there are those people as well that regard it as a colossal exaggeration. Even if the bar code comes from Marlboro roots, there is no way it could encourage non-smokers who were never quite bothered about the direct Marlboro logo. Plus, folks that recently started following F1 would have little idea that the supposed free spot is in memory of the legendary Marlboro friendship.
Having said that, there shall always be an idealistic, market-oriented or plain capitalist school of thought that might argue that while the product is legal and already paying huge amount of taxes, there shouldn’t be a ban on advertising in the first place.
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