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British American Tobacco (BAT) Malawi Limited has a launched a three-month Embassy Kings Red Packs consumer promotion whose grand prize is a K3 million ($27,778) Toyota Hilux single cabin pick-up.
BAT Malawi Brands and Research Executive Tiwonge Newa said on Thursday that the promotion, to run from November 27, 2003 to February 27, 2004, will also see 20 lucky smokers winning Sony radios each and another 20 winning a bicycle each.
There will also be 150 Embassy Kings branded T-Shirts, 150 caps and another 150 golf umbrellas to be won.
Newa said the first draw will be held on December 19 and thereafter every two weeks by an audit firm during the Embassy sunset-to-dawn dance shows which start this Friday night at Admarc Welfare in Blantyre where Lucius Banda and his Zembani Band will meet face-to-face with Mlaka Maliro and Maloto Vibrations.
Newa said BAT Malawi has launched the competition as a way of sharing with the consumers the success of the Embassy brand, which came on the Malawi market in April 1999.
BAT Malawi Marketing Manager Lovemore Manatsa, responding to a question on the justification for the promotion in the face of the worldwide anti-smoking lobby, said the competition is not designed to encourage nonsmokers to start smoking but to move those smoking illegally imported cigarettes to switch to Embassy.
“Rules of the competition are clear that it is open to persons who are smokers and aged above 18,” he said, adding that BAT Malawi and Top Advertising staff and their families are not allowed to enter the competition.
To enter the competition, Newa said, smokers should deposit an empty packet of Embassy Kings Red Packs in boxes put in PTC and McConnell shops or post their entries to BAT Malawi.
Earlier this year, BAT Malawi pulled out sponsorship of the Embassy Kings Trophy, citing internal policies regarding football sponsorship.
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