tobacco smoke

Marketing a Smoke-Free Future by David Pringmill

Phillip Morris Industries (PMI) has invested over 4.5 billion USD in the development of its new products. More than 5 million adult smokers have switched to IQOS from cigarettes. The company currently has two applications pending with the FDA regarding the sale of IQOS and what the company characterizes as modified risk properties.

Mary Cochran, co-founder of Launching Labs Marketing, told DMN that the company also has to overcome the perception of distrust.

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