Case Study: Philip Morris achieves retailer awareness and education for IQOS launch with Mercieca

Philip Morris exceeds account sign-up targets in months with Mercieca

The vendor Mercieca was hired by Philip Morris to manage a major integrated trade communications campaign in the UK. The challenge was to generate widespread retailer awareness and provide in-depth education ahead of and following the menthol ban, a critical period for securing distribution for Philip Morris's IQOS system.

Mercieca's solution involved a multi-channel campaign over several months, utilizing PR, digital and print advertising, emails, webinars, and support materials to communicate key messages and advice to retailers. This approach led to unprecedented website traffic and, within months, account sign-ups for Philip Morris that exceeded their targets, despite delays caused by the Covid-19 lockdown.

Philip Morris