{"id":1435,"date":"2019-12-01T01:17:16","date_gmt":"2019-12-01T01:17:16","guid":{"rendered":"https:\/\/blogs.bmj.com\/tc\/?p=1435"},"modified":"2019-12-01T01:17:16","modified_gmt":"2019-12-01T01:17:16","slug":"world-pmi-in-global-motorsport-smoke-free-pr-spin","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/tc\/2019\/12\/01\/world-pmi-in-global-motorsport-smoke-free-pr-spin\/","title":{"rendered":"World: PMI in global motorsport smoke-free PR spin"},"content":{"rendered":"

John Baker<\/strong><\/p>\n

Mission Winnow (MW) is a PMI campaign claiming to focus on \u201c\u2026innovation and technology to expedite change\u201d through sponsorship of the Ferrari Formula One (F1) team, the Pramac MotoE team<\/a> and the Ducati MotoGP team. Ducati launched its 2019 bikes<\/a> at PMI\u2019s Cube building, with PMI\u2019s Miroslaw Zielinski and the MW logo designer, Fabio Novembre, presenting.<\/p>\n

After the Australian Government launched an investigation<\/a> into whether MW contravened tobacco advertising laws, Ferrari <\/a>removed MW branding and McLaren removed BAT branding<\/a> (A Better Tomorrow-ABT) for the Australian GP. At subsequent races, Ferrari displayed MW branding and BAT regularly promoted its various \u201cPotentially reduced-risk\u201d brands. In May, PMI was ordered by the French legal system to remove all MW branding<\/a> for the upcoming French races, and was fined \u20ac10,000 as MW \u201c\u2026is clearly a (tobacco) sponsorship or patronage operation prohibited by law.\u201d<\/p>\n

Unlike ABT, MW has a social media presence across several platforms. MW promoted competitions including track day experiences<\/a> and VIP tickets to races, sponsored MotoGP video segments<\/a>, hosted a \u201charm-reduction through innovation\u201d<\/a> panel with Dr Peter Harper from the London Oncology Clinic as a panellist, partnered with artists, sports players, actors, and entrepreneurs<\/a> to discuss \u201cwinnowing\u201d and raised funds for NGOs.<\/p>\n

MW regularly responds to comments on social media, which provides insight into PMI\u2019s real position on transitioning towards a \u2018smoke-free\u2019 future. Comments from posters include: \u201cWouldn\u2019t a constant evolution\/improvement be to stop producing cancer causing products?\u201d with MW replying \u201c\u2026you\u2019re right and that\u2019s actually a goal for us. Yet, that\u2019s not MW\u2019s purpose as it is not about any products or brands.\u201d Another commenter asked \u201cWhy don\u2019t you just stop making cigarettes?\u201d with MW responding \u201cThat\u2019s actually the plan. We\u2019ve changed, and one of the aspects in that change is our will to do just that\u2026We want to share the transformation within our company.\u201d\u00a0 MW was asked when PMI will announce and end-date to phase out the sale of cigarettes, with MW responding by saying \u201cOur initiative has no \u2018ultimate\u2019 or \u2018end\u2019 goal\u2026we\u2019ve stated the true purpose of the initiative: to drive change by promoting the constant search for progress.\u201d<\/p>\n

PMI spends significant funding to promote the notion that it is changing, yet the company refuses to provide an end-date for the sale of combustible products to achieve its goal of going \u2018smoke-free\u2019. MW is used as an avenue to continue promoting PMI\u2019s association with global motorsport whilst also subliminally promoting its leading cigarette brand through colour and design aspects that closely resemble Marlboro. PMI also uses MW to expand into areas such as harm reduction and Corporate Social Responsibility to enhance its perception of legitimacy.<\/p>\n

Jean Todt, President of global motorsport\u2019s governing body, the FIA, stated in March<\/a> \u201c\u2026tobacco advertising is forbidden\u2026 we completely support the WHO position\u2026We are allied very closely with the WHO.\u201d Despite evidence that MW and ABT are classified as forms of indirect tobacco advertising in several jurisdictions, the FIA and the owners of F1, Liberty Media, have done nothing to prevent these sponsorship deals from continuing. This emphasises the need for FCTC signatories to urgently enforce Article 13 guidelines to prevent the indirect promotion of tobacco brand names, colours, logos, designs, or the promotion of tobacco companies themselves.<\/p>\n

\"\"<\/a>
Marlboro and Ferrari advertising, Monaco (2015) and Mission Winnow and Ferrari advertising, Monaco (2019). Top image source: https:\/\/images.app.goo.gl\/VdUActL9eAifErvVA. Bottom image source: https:\/\/images.app.goo.gl\/coYDXj3oFNuYR8o36<\/figcaption><\/figure>\n

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John Baker is the Assistant News Editor of Tobacco Control and a PhD candidate at La Trobe University, Australia. He can be contacted at j.baker@latrobe.edu.au.\u00a0<\/a><\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

John Baker Mission Winnow (MW) is a PMI campaign claiming to focus on \u201c\u2026innovation and technology to expedite change\u201d through sponsorship of the Ferrari Formula One (F1) team, the Pramac MotoE team and the Ducati MotoGP team. Ducati launched its 2019 bikes at PMI\u2019s Cube building, with PMI\u2019s Miroslaw Zielinski and the MW logo designer, […]<\/p>\n

Read More…<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1715,6838,2143],"tags":[],"class_list":["post-1435","post","type-post","status-publish","format-standard","hentry","category-marketingadvertising","category-philip-morris-international","category-tobacco-industry"],"yoast_head":"\nWorld: PMI in global motorsport smoke-free PR spin - Blog - Tobacco Control<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.bmj.com\/tc\/2019\/12\/01\/world-pmi-in-global-motorsport-smoke-free-pr-spin\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"World: PMI in global motorsport smoke-free PR spin - Blog - Tobacco Control\" \/>\n<meta property=\"og:description\" content=\"John Baker Mission Winnow (MW) is a PMI campaign claiming to focus on \u201c\u2026innovation and technology to expedite change\u201d through sponsorship of the Ferrari Formula One (F1) team, the Pramac MotoE team and the Ducati MotoGP team. 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