1. Tobacco and alcohol brands still promote their products through social media and new online channels, even though they cannot directly advertise through traditional media. 2. These brands infiltrate social media sites and utilize trends like "smorting" to penetrate the market in unconventional ways. 3. They also use pseudo-branding and indirect linking to subtly associate themselves with content and symbols without explicitly using their logos. 4. This allows them to draw interest to their true brands and engage consumers through value-added communication on blogs, videos, and websites about related topics.

1. DARK SIDE OF THE MARKETING

3. 1. Social Infiltration Socializing is developing by the innovations and many of brands are using innovations and new places for spreading fast, so why the banned tobacco brands also can do it? “ Smorting” is becoming a new term in our social life and the tobacco brands is utilizing this new trend for penetration.

4. 2. Unregulated Media Classical media transformed by the new technologies and new ideas. Like all the other brands , tobacco brands also use new media options. Blogs, advergames, social networks are all can be used by the brands that couldn’t use the classical media channels.

5. 3. (In) Direct Linking In the event s that the brand’s actual logo and explicit communication is outlawed, the brand may resort to linking specific sub-elements of the brand and communicating them such that they link directly to the brand without being explicit. So the designers should be more think about that kind of icons, themes and concepts for linking the brand without using the brand logo itself.

6. 4. Pseudo-Branding At times the brand may find it useful to create a pseudo-brand for public purposes, so as to draw public interest towards the brand indirectly, and once consumers have engaged in the pseudo-brand, the true brand can begin to engage with them: for instance, Camel, which runs the Urban Wave brand took on the development of a distinctive and alternative symbol and brand that is utilised as an intermediary between the consumer and the actual brand, facilitating targeted and profitable legitimate relationships.

7. 5. Value-Added Communication Smirnoff’s “Tea Party” viral video, or Bacardi’s cocktail recipes and Salsa dancing site), and even products or services, in exchange for an underlying recognition of the brand’s involvement and association with the content.