Be among trailblazing marketing pros at Brandweek this September 23–26 in Phoenix, Arizona. Experience incredible networking, insightful sessions and a boost of inspiration at ADWEEK’s ultimate brand event. Register by May 13 to save 35%.
You're a cigarette brand, and you agreed to spend $1 billion sponsoring Formula One racing. But then Europe passes a pesky law that forbids advertising tobacco (and only tobacco) at cross-border cultural and sporting events? What do you do? Well, if you're Marlboro, you release the Scuderia Marlboro F1 single-seater Ferrari racecar, and replace your logo on it with a barcode. A barcode that looks a lot like your logo. Particularly when it whizzes by at 200 mph.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in