Success stories

'New Zealand' Brand cigarettes removed from sale

A recent overseas trip by TRM Director Shane Kawenata Bradbrook and a visit to the DFS store at the Auckland International Airport discovered a Luxembourg made brand of cigarettes called ‘New Zealand’ which also featured an iconic NZ Silver Fern. These cigarettes were being sold with the intent of providing a ‘piece’ of New Zealand to tourists and New Zealanders alike.

The NZL community including the Smokefree Coalition, ASH along with supporters such as Tourism NZ rallied around to call for the removal of the product . The resulting media exposure of the use of ‘New Zealand’ and the Silver Fern created both a media and public backlash (74% of NZers snap polled on stuff.co.nz wanted them removed) that saw the removal of this product from DFS shelves within 8 hours of the news breaking.

Investigations on which major tobacco company was involved revealed an interesting story. It was DFS, not a tobacco company that was having the product branded and supplied by the Luxembourg manufacturer. DFS were reluctant to discuss the matter in the media but did apologise for the use of the brand to New Zealanders.

Food for thought - we are not just fighting the tobacco industry. We are also fighting groups such as DFS who see the possibility of turning over some product for profit!

Te Reo Mārama gains world-first apology from the Tobacco Industry

Tobacco giant Phillip Morris International apologise to Māori after being confronted by Te Reo Mārama at the annual Altria Shareholders Meeting in the USA.

“Yes, we made the mistake of launching a limiting addition product called Māori Mix. We regret that it was a mistake… That was the only time we've used that product.

We have written to your representatives. We have apologized, and we have confirmed that we will not be using that product anywhere in the world again. So I apologize again to you and your people.” 

CEO Altria - Louis Camilleri

The use of 'Māori Mix' branded cigarettes in Israel used Māori imagery & branding on the packs. People should see it for what it is: a cynical move by the tobacco industry to sell its product by any means. Te Reo Mārama initially won a withdrawal of the product and a superficial apology when the use of 'Māori Mix' was revealed by a New Zealander based in Israel.

"...It is no longer actively on the market in Israel or in any other country, nor will it be used in the future. We regret any offence this packaging has caused. The intent of the packaging was to communicate open-minded acceptance of cultural diversity as a key element of the L&M brand." - Philip Morris International Press Office

Such marketing practices were an example of a major global corporate simply exploiting Māori to sell a product. As Te Reo Mārama Director Shane Bradbrook stated at the shareholders meeting:

"Let me tell you, this product called Maori Mix was an absolute affront to my people. Your company's misappropriation and exploitation of our culture to sell your product of death and illness to Israelis was at a minimum culturally insensitive – and at worst another form of oppression and abuse that indigenous peoples have faced for decades. I stand before you to hold you in absolute contempt and derision. I don't expect a weak apology or some glib rationale from you for associating our culture with Māori Mix. But I do have a message for you: do not misrepresent, do not associate our proud culture with your deceitful practices and product."

Te Reo Mārama has since been nominated for an international ethics award (Business Ethics Network Awards) in the USA for confronting the Philip Morris International (Altria) over the use of 'Māori Mix'.

For further information: Insert 'Maori Mix' in search engine.

Media comment

Te Reo Mārama is available for all media enquiries on all tobacco issues in English and Te Reo Māori - Contact Us.