TY - CHAP
T1 - Global dark market brands
T2 - The curious case of Mission Winnow in motorsport
AU - Ross, Walker J.
PY - 2023/11/10
Y1 - 2023/11/10
N2 - As regulation has pushed Phillip Morris International’s (PMI) Marlboro brand of cigarettes out of public sponsorship in Formula 1, PMI has had to become creative to maintain a partnership with the Scuderia Ferrari team. Initial attempts at alibi marketing via a barcode design were also outlawed, so PMI created a global dark market brand in Mission Winnow. The entire existence of Mission Winnow appears to be in a digital space, and its only role is seemingly to serve as a legally acceptable brand that may publicly associate with Ferrari. This technique is also called anti-surveillance camouflage. PMI must see their partnership with Ferrari as worthwhile if they continue to renew in increasingly illusory manners due to regulation. In time, regulatory changes will likely push PMI to again change its strategy to remain publicly associated with Ferrari.
AB - As regulation has pushed Phillip Morris International’s (PMI) Marlboro brand of cigarettes out of public sponsorship in Formula 1, PMI has had to become creative to maintain a partnership with the Scuderia Ferrari team. Initial attempts at alibi marketing via a barcode design were also outlawed, so PMI created a global dark market brand in Mission Winnow. The entire existence of Mission Winnow appears to be in a digital space, and its only role is seemingly to serve as a legally acceptable brand that may publicly associate with Ferrari. This technique is also called anti-surveillance camouflage. PMI must see their partnership with Ferrari as worthwhile if they continue to renew in increasingly illusory manners due to regulation. In time, regulatory changes will likely push PMI to again change its strategy to remain publicly associated with Ferrari.
UR - https://www.routledge.com/Digital-Marketing-in-Sports-Global-Perspectives/Zhang-Mastromartino/p/book/9781032553719?_ga=1695059679.1685010213&_gl=1*30yg2j*_ga*MTY5NTA1OTY3OS4xNjg1MDEwMjEz*_ga_0HYE8YG0M6*MTY4NTAxMDIxNC4xLjAuMTY4NTAxMDIxNC4wLjAuMA..
U2 - 10.4324/9781003430353-14
DO - 10.4324/9781003430353-14
M3 - Chapter
SN - 9781032553719
T3 - World Association for Sport Management Series
BT - Digital Marketing in Sports
A2 - Zhang, James J.
A2 - Mastromartino, Brandon
PB - Routledge
CY - London
ER -