Launching Iqos and helping the tobacco giant quit smoking

IQOS, a reduced risk smoking device brand, successfully launched in the UK through a phased communications campaign focused on the smoke-free future of the company and its products.

Campaign details

Advertiser: Philip Morris InternationalBrand: IQOSAgency: Pagefield CommunicationsCountry: United Kingdom

An overview

Launching a new product is always a challenge. Launching one on behalf of a tobacco company-a sector which is distrusted – is even more challenging. Trying to convince a sceptical public that a tobacco giant is quitting smoking is completely unprecedented.

This is the brief Pagefield was set in summer 2016, when Philip Morris International (PMI) appointed us to launch IQOS, its new reduced risk tobacco product and the opening of its first UK shop in late November. In the...

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