Ferrari Finds Smoke Without Fire
I watched the Melbourne Grand Prix on TV yesterday - my husband is a big fan - and I couldn't help but notice that the Ferrari car is still sporting that strange bar code symbol on its cars.
Given that PMI is reportedly paying between $100 and $130 million for this "non-sponsorship" - the company must see significant commercial value in the partnership - despite the fact that the official, trademarked logo doesn't appear on the car.
I don't believe that the goal of tobacco advertising bans was to allow sponsorship to continue - provided no registered trademarks were visible - but to actually ban tobacco companies from sponsoring popular events, like the Grand Prix.
You can read an advertisers view of the potential effect of the Marlboro non-logo here.