Campaign details

Advertiser: Philip Morris International
Brand: IQOS
Agency: Pagefield Communications
Country: 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 absence of any other marketing, this is the campaign which:

  • Dominated the news agenda over a 24 hour period
  • Generated more than 2,000 pieces of coverage all of which led with or mentioned IQOS and its key messages and 90% of which was positive-neutral
  • Made a major statement in setting out PMI's new position as it moves towards a smoke-free future
  • Reached 23% of the UK population (within 48 hours of launch, 1,000 adults were polled via Povvado) with a significant shift in favourability towards the company intentions
  • Drove strong footfall and sales with queues outside the store on launch day

The brief