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.