But does it work?

Marlboro maker Philip Morris wants you to stop smoking its cigarettes

The word 'insincere' springs to mind…

Andy Rice

Every week The Money Show’s Bruce Whitfield asks branding and advertising expert Andy Rice to share with him the week’s advertising “heroes” or “zeroes”.

This week, Rice critiqued Philip Morris and its “unsmoke” campaign.

He gave it a “zero”.

The maker of brands such as Marlboro has a new marketing campaign; it says it wants to “unsmoke” the world.

It doesn’t want you to stop using nicotine – an extremely addictive drug – it just wants you to use its IQOS vaping device to get it into your bloodstream instead.

Philip Morris says it’s putting a “human touch” on the issue by telling stories of happy children, relieved that their parents quit cigarettes for the IQOS device.

For more detail; listen to Whitfield’s interview of Rice in the audio below.

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