Company: Hanjaya Mandala Sampoerna Tbk PT
Brand Value: US$1,795 million
Year on year change: -16%
Year Formed: 1984
Marlboro is the largest-selling cigarette brand in the world, made globally famous by the image of the “Marlboro Man”, who appeared in its advertising for decades. In Indonesia, the brand’s recent focus has been on its black variants, and these have been the subject of Marlboro advertising over the past year. The color black is usually associated with prestige and premium pricing in this market; Marlboro Black Filter was launched in September 2016, and Marlboro Mild Black was released in April 2018. Marlboro products from Indonesia are now being exported to serve the Japanese Duty-Free market, which is seen as an endorsement of the products’ quality given that Japanese consumers are considered to be highly discerning. In Indonesia, the brand often links with music festivals and sporting events, supported by social media campaigns, to target young adult smokers.