How does a big tobacco brand transform into a smoke-free product brand advocating for healthier nicotine use for smokers? The transformation is real as Philip Morris International wants to achieve a 50% revenue from smoke-free products by 2025. They are set to bring these products to the US and are on course to change the trajectory of public health. Want to know more? Listen to Stefano Volpetti, President of Smoke-Free Category & Chief Consumer Officer - IQOS, Philip Morris International, talk about why PMI is committed to a smoke-free future. Show Notes

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Rebrand Podcast: Marketing Campaigns Explained by the Brand & Agency

Why Philip Morris International is Committed to Building a Smoke-Free Future -- Stefano Volpetti // Philip Morris International

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