The Null Device

Experiential marketing

Faced with a ban on tobacco advertising, cigarette companies are turning to increasingly subtle forms of marketing, such as redesigning bar decor to subliminally suggest their brand identities:

These 'installations', as they were called, created lounge areas by placing comfortable red sofas in front of video screens showing scenes redolent of Wild West 'Marlboro country' to convey the essence of the cigarette brand while circumnavigating sponsorship bans.

'All that former advertising money has to go somewhere,' said one industry insider. 'The tobacco firms are looking to create extensive "design languages" in bars and clubs and other venues through the use of particular types of furniture or material which will make people think of their brands.'

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