Updated
Be Marlboro: Targeting the World’s Biggest Brand at Youth
In 2011, in Germany, Philip Morris International (PMI) launched a new mass media campaign to promote their re-vamped Marlboro brand. In 2012, PMI commented to investors that “Innovation is not only about launching new products. Importantly, it is also about thinking differently and innovating in the way we market our brands to adult smokers and trade partners.”29 ‘Marlboro…