© 2002 Tobacco Control
News analysis
Togo: mobile frenzy as Bond goes in for the kill
| The first 150 words of the full text of this article appear below. |
For most people in West Africa, the thought of owning any sort of hi-tech luxury goods is little more than a pipedream. A competition to win one of 50 mobile telephones, complete with an initial call charge credit, was therefore bound to be a hit in Togo, a small country wedged between Ghana and Benin above the Gulf of Guinea, where a mobile telephone costs more than a third of the average annual per capita gross domestic product.
Earlier this year Godfrey Philips, a subsidiary of ever crafty Philip Morris, came up with a promotion for its Bond Street cigarette brand, which exploited a popular misunderstanding. The name Bond has near legendary status among children, even those who do not attend school, thanks to the popularity of the James Bond adventure movies. His special agent's number 007 is to be found everywhere, especially on children's toys. Apparently, many children mistakenly
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