Consumer Goods (CPG)
Opening Media Doors for an Advocacy Message
Chameleon places PMI's advocacy message in outlets that previously resisted tobacco advertisers.
Philip Morris International
The Client
- Company
- Lakson Tobacco Company Limited (Philip Morris International)
- Website
- pmi.com
- Industry
- Tobacco
- Headquarters
- lausanne, switzerland
- Employees
- 10001+
About Lakson Tobacco Company Limited (Philip Morris International)
Philip Morris International (PMI) is a leading international consumer goods company, headquartered in Stamford, Connecticut. The company is focused on transitioning from traditional cigarette sales to smoke-free products, striving to create a future without cigarettes.
The Challenge
Philip Morris International (PMI) set out to reshape its public image around a commitment to "unsmoke" America. While the ultimate goal was cessation, PMI also wanted to promote safer tobacco alternatives for those not ready to quit, and to amplify that message among policymakers. A legacy challenge stood in the way: many media partners resisted aligning with tobacco companies, even for advocacy advertising. PMI turned to Chameleon Collective to navigate that media landscape.
Our Approach
Chameleon Collective focused on respected publishers that reached policymakers, business leaders, international government leaders, and healthcare professionals. The work wasn't just persuading them about PMI's evolved vision, but aligning them with the company's advocacy marketing. We opened doors at several major national newspapers and TV networks and their websites, and built momentum with cable news platforms. In parallel, we paid attention to multicultural audiences and their primary media choices, and pursued inclusion in respected healthcare and medical journals.
The Impact
The effort paid off. PMI's message found a voice on prominent platforms including Univision and Telemundo, reaching Hispanic audiences, and on broad-reaching networks that are part of NBC Universal. Publications like the Washington Post, Fortune, and MedCity News also carried PMI's commitment. The expanded reach was more than placement; it marked a shift in perception and gave PMI new avenues to communicate its mission.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
Media PlanningMedia Strategy