Case Study: Philip Morris Limited boosts trade awareness with Mercieca’s Multi-Category Showcase Event

Philip Morris Limited boosts smoke-free trade momentum with Mercieca at a 10-year IQOS milestone

The vendor Mercieca worked with Philip Morris Limited to address the challenge of spotlighting PML's evolving multi-category portfolio. The goal was to strengthen awareness among trade media and influential retailers through a standout showcase event, aiming to drive increased listings and commercial momentum.

Mercieca managed the planning and delivery of the event at London's Wagtail rooftop bar, designing bespoke branding and creating an immersive showroom with product demonstrations and interactive elements like an on-site engraving station. The solution successfully reinforced the client's market leadership. Results included strengthened trade media relationships with positive coverage, increased visibility of PML's portfolio ahead of key launches, and reinforced commitment to UK growth and innovation.

Philip Morris Limited (pml)