In the last two decades, advertising has been a tricky task for the tobacco industry due to the advertising ban on smoking products and stricter policies.

However, they still find a way to advertise their products indirectly.

We know how smart they are, but not so far.

Last year, there was an article saying that the world’s largest cigarette producing company Phillip Morris is advertising anti-smoking campaigns in the UK.

So, a company is advertising not to buy their own stuff. That’s unbelievable.

But wait, there is a twist in this campaign:

"If you read their poster on anti-smoking campaign till the end, you’ll realise this is actually the announcement of their new products such as E-cigarette, and Heated Tobacco products devices (Alternative to Cigarettes) that was launched in 2018."

Clever, very clever, Phillip Morris.

Thumbs up on bypassing a ban and writing a successful press release.

So fast , Phillip Morris launched their heated tobacco products devices with a similar anti-smoking campaign where smokers are asked to visit their website and sign up for a journey to switch to e-cigarettes or their new heated tobacco products.

The campaign was launched in the Daily Mirror. So, what they did?

"They bypassed the anti-tobacco advertising rules and found an alternative way to do a product launch and branding."

It was either keep using our cigarettes or try our new product. And how it was branding? I will explain!

Tobacco customers are not ordinary consumers. They are super loyal to their brand and advertising on magazine saying, ‘Hold my Light’ or ‘Smoke-Free New Year Resolution’ won’t stop them from buying’.

After these campaigns, Phillip Morris secretly hiring social media influencers to promote their heated tobacco units known as IQOS. And again, it is a successful campaign.

The tobacco company was to cheat the system with smarter and well-planned marketing strategy. However, it didn’t run for long, as the UK government realised what they were doing and put an end to their campaigns.

So, when our governments and decision makers will put end to their campaigns.