Branding Content Guru

The Challenge

Amid a continuous decline in cigarette smoking rates, Phillip Morris, renowned for iconic brands like Marlboro and Chesterfield, faced the imperative to transform its £78 billion annual turnover business. This transformation centred around IQOS, innovative devices that heat tobacco, offering a safer alternative to traditional cigarettes by emitting 95% fewer harmful chemicals, without smoke, ash, or lingering odor.

The Approach

With a goal to commercialise IQOS in 100 markets and elevate smoke-free products' contribution to 50% of net revenue by 2025, a comprehensive multi-channel branding project was initiated. This encompassed store redesign, development of various digital applications, and above-the-line advertising. Moreover, the project initiated the transition of their website into a platform in select markets, enabling the sale of similar heat-not-burn devices from different manufacturers on IQOS web domains.

Research

Collaborating closely with Phillip Morris's marketing team in Switzerland, I assumed the role of a content strategist for the website's rebranding initiative. This entailed devising a campaign microsite featuring user-generated content.

The Solution

Working in collaboration with a team of visual and user experience designers, we meticulously selected components for web pages and tailored them to suit diverse markets, adhering to local legal frameworks governing tobacco product advertising. Additionally, I curated comprehensive copy decks for governance reviews, content matrices to guide the development team, and engaging looped videos for campaign pages.

Role: Content Stratey

Client: Phillip Morris International

Agency: PublicsSapient

Impact

The project sought to elevate Phillip Morris's brand presence in the evolving landscape of reduced-risk alternatives to smoking, strategically positioning IQOS as a leading contender in the global market.

Key Achievements

Led content strategy for the website's rebranding initiative.
Contributed to the development of a dynamic campaign microsite.
Ensured compliance with local legal requirements for tobacco product advertising.

Key Takeaways

The project underscored the critical role of content strategy in repositioning brands within the context of innovative reduced-risk products.

Tools & Technologies

Content strategy and development
Collaboration with cross-functional design teams
Compliance with local legal frameworks

Team Collaboration

Collaborated closely with Phillip Morris's marketing team and a diverse group of designers to execute the rebranding strategy effectively.

Conclusion

The project represented a pivotal step in Phillip Morris's journey towards redefining its brand identity and market positioning in the era of reduced-risk alternatives to traditional smoking.