THE SMART NEWS SOURCE | Feb 10 2010 07:50 | LAST UPDATED Feb 10 2010 07:50

ADVERTISE WITH US | CONTACT US | STORY TIP-OFFS | M&G NEWSLETTER

News \| National \| Media

Where there's smoke ...

NOSIMILO NDLOVU | JOHANNESBURG, SOUTH AFRICA - Oct 23 2008 06:00

2 comments | Post your comment

Friday night and I'm unwinding at Tilt, a new hip-hop hang-out for the young and the hot in Braamfontein. A guy comes up and asks me if I smoke. I blush, thinking he is hitting on me, but he explains that he would like to offer me something "exclusive".

Now I think he is selling drugs. He leans closer as he presents me with an "exclusive new cigarette" called Black and launches into a passionate 10-minute history lesson on why this thin black cigarette, which smells like old urine, is so wonderful.

Since The Tobacco Products Control Amendment Act was passed in 1999, tobacco companies have had to find new ways to reach their target market. The Act bans all advertising and promotion of tobacco products, including sponsorships and free distribution. Cigarette brands now use one-on-one communication strategies to reach existing and prospective customers and exclusive underground cigarette parties, held in glamorous mansions and other upmarket venues. These are the latest "It" parties where smokers network and try out new brands while being treated to a glam -- and often free -- night out.

Buchule Jack (26), a Johannesburg investment manager, said he has been invited to a number of Dunhill and Twenty Brand parties. "They all throw nice parties all the time. Twenty Brand being the newest brand on the market, they are throwing the most parties right now.

"My friends and I receive emails inviting us to the parties; you then reply and are put on a guest list and are allowed to bring a few friends along. On each table there is food and free boxes of cigarettes. We also get free drinks through the night."

The different brands hire reps to go out to find smokers and possible smokers at popular clubs, restaurants and universities. It seems their main focus is young, black, professional women.

Zanele Khoza (29), a content producer from Vosloorus, east of Johannesburg, said a Dunhill rep came to visit her at her office and invited her to one of its parties. "The rep brought me some gifts -- a whisky flask, a branded key holder, a branded lanyard, magazines -- and asked me how many friends I wanted to bring to the exclusive party."

The party was at Walter Sisulu Square in Soweto, said Khoza. The crowd was multiracial and young.

"The Dunhill reps looked like models -- beautiful, skinny, tall and dressed glamorously -- and they all had Dunhill cigarettes in their mouths the whole night. They are like walking adverts."

At the end of each party the guests/customers are given magazines advertising Dunhill products and the reps follow up with them through phone calls to find out how they found the evening.

CONTINUES BELOW

The next party was held at yet another fancy club in Soweto. Said Khoza: "This party was exclusively for women. We were treated to a makeover, a free massage and a facial while sipping champagne." Khoza said information about the parties is kept fairly low-key. "You receive an SMS that tells you to watch out for an exclusive event coming up soon. A week or so later you are invited as a guest to the event and told to keep watching your phone for more details about where it will be held."

Peter Ucko, director of the National Council Against Smoking, said the secrecy and exclusivity is part of the allure that attracts young people to the cigarette parties. Ucko believed the tobacco companies are breaking the law. "We are lobbying to get the law tightened. The Tobacco Products Control Amendment Bill is on the National Council of Provinces (NCOP) agenda for adoption. The Bill proposes further restrictions on advertising, only permitting those at the point of sale and in trade communication."

Though the law says it is illegal to distribute tobacco products for free, a Melville bar owner, who preferred not to be named, said he often has Kent reps coming into his bar to give customers free packs of cigarettes and lighters. "They usually come around every three months -- three blonde girls and a guy dressed in branded little tops. The customers love it; beautiful girls giving them free cigarettes. It's free marketing for me too."

Spokesperson for British American Tobacco (BAT) South Africa Anthea Abraham said the Act permits communication with consumers at the point of sale. "As a responsible tobacco company we use only the channels availed to us by legislation."

TOPICS IN THIS ARTICLE

Organisations

Comments

The Devil comes in all shapes and sizes, this is another prima face-fancy way of killing the intellectual cream of this country. These cigarates parties are 100% illegal and must be put to an end.

Mzwandile Chamu on October 24, 2008, 2:08 am

i remember when they approach me in a club asks me if I smoke. Then i sign up with them to give me the updates. And registered my friends we attended few of their even oh my god i love them all.

thuli buthelezi on January 22, 2010, 11:38 am

You must be logged in to comment. Log in or sign up to comment

click here to log in

M&G Online Comment Guidelines In Brief

No hate speech;
No racist, sexist or homophobic remarks;
Keep it short;
Keep it on topic;
Show respect to all;
We reserve the right to remove or delete any comment without notice or reason.

Click here for the full Comment Guidelines

Advertising Links

Do pimping parties help pump the brand? Cigarette companies seem to think so. (Photograph: Oupa Nkosi)

Click hereÖ

Your M&G Online

Follow the Mail & Guardian on Twitter!

Direct message us on our mailandguardian account to chat to the M&G Online team.


		THIS WEEK'S PAPER Subscribe Subs promotions Get digital edition

Advertising links

OUDE MEESTER INSURANCE JUNCTION PROPERTY FOR SALE INTERNET SOLUTIONS COMPAQ LAPTOPS	MAP SEARCH HOLIDAY FINDER BID OR BUY INSURANCE YOU CAN TRUST

Where there's smoke ...

Tags

Organisations

M&G Online Comment Guidelines In Brief

Your M&G Online

Advertisements

Advertising links