Whether Philip Morris was forced to do this kind of promotion or not is in a sense irrelevant. Restrictions of one sort or another are part of the marketer’s environment

(see ‘The marketing communications environment’ section later in this chapter). The challenge is to meet such obstacles and create opportunities, in this case if you are Philip Morris. Consider other challenges that the likes of Philip Morris will have to face. Make a short list of challenges (for example, look at the situation regarding recent advertising bans in the UK and the sponsorship of motor racing by tobacco companies and the pressure to stop this) and consider the kind of communications mix you would devise in order to help meet such challenges.