Philip Morris relaunches a global campaign for Marlboro

Philip Morris International is currently rolling out a new international Marlboro promotion campaign in several countries, through urban displays, digital content and in-store commercial activations.[1]. This campaign comes even as the group publicly states its desire to build a "smoke-free world" and see cigarettes "belong to museums." For many public health stakeholders, this marketing offensive illustrates the persistent gap between the company's stated commitments and its continued promotional strategies in favor of combustible cigarettes, the leading cause of tobacco-related deaths.

An international campaign focused on identity and self-affirmation

The "I AM Marlboro" campaign is part of a communication strategy based on visual and narrative codes historically associated with tobacco marketing. Deployed in several regions worldwide, it uses slogans such as "I know who I am," "Make your own legacy," and "I am beyond," all centered around notions of independence, individuality, and identity building. The visuals feature young adults in urban, cultural, or festive settings, with an aesthetic inspired by current lifestyle brand standards and digital advertising.

The campaign relies on a multi-channel approach combining outdoor advertising, digital media, promotional videos, and in-store visibility. In several countries, campaign content was also shared on digital platforms and social networks, increasing its exposure to young people and young adults.

Several public health organizations, such as the Campaign for Tobacco-Free Kids[2], They highlighted the similarities between this campaign and Marlboro's previous international strategies, notably "Be Marlboro," which had already been the subject of criticism and restrictions in some countries during the 2010s. These campaigns rely on widely documented marketing mechanisms that associate cigarette consumption with positive representations such as autonomy, self-confidence, social integration, or personal success.

This strategy is part of a broader, long-standing continuity in Marlboro's marketing positioning. For several decades, the brand has built its image around concepts associated with freedom, emancipation, and individualism, notably through iconic campaigns like the "Marlboro Man." The current campaign revisits these symbolic elements, adapting them to contemporary communication codes centered on personal identity and self-affirmation.

A discourse of transformation that contradicts the pursuit of promotional strategies for cigarettes

For several years, Philip Morris International has been developing a corporate communications strategy focused on transforming its business model and promoting a "smoke-free world," notably through the promotion of products such as heated tobacco, e-cigarettes, and nicotine pouches. The company regularly states its intention to accelerate the transition to so-called "smoke-free" products and publicly supports the idea that cigarettes should eventually "belong to museums." This communications strategy is accompanied by significant investments aimed at restoring a severely tarnished image, with substantial expenditures on corporate communications, social responsibility initiatives, and corporate communications targeting public decision-makers, the financial sector, and the general public.

The simultaneous rollout of a global Marlboro promotional campaign, however, highlights the continued significant marketing investments in combustible cigarettes. Marlboro remains one of the group's most strategic brands internationally and continues to occupy a central place in its business activities.

More broadly, this discrepancy between the public commitments made by Philip Morris International and its continued promotional strategies for cigarettes reflects a long-standing pattern of tobacco industry practices. For many public health stakeholders, it does not represent a genuine repositioning of the sector, but rather the continuation of strategies aimed at protecting its commercial interests through various means: actively promoting its different products, challenging or circumventing existing regulations, and resorting to political pressure and legal challenges against public health measures designed to reduce tobacco consumption.

These approaches thus consist of promoting an image of a company committed to the evolution of its economic model while simultaneously maintaining the commercial value of historical cigarette brands and the defense of its traditional markets.

At the same time, anti-smoking policies implemented in many countries have proven effective in reducing tobacco consumption, particularly through advertising bans, price increases, health warnings, and tobacco denormalization policies. Despite existing bans on advertising, promotions, and sponsorships, tobacco manufacturers continue to circumvent or even violate these measures because marketing strategies remain a key tool used to maintain the appeal of their products and attract new customers.

For public health actors, the deployment of such a large-scale international campaign by Philip Morris International illustrates the need for comprehensive advertising ban mechanisms and their flawless enforcement.

©Generation Without Tobacco

AE

[1] Kat Lay,  Marlboro maker accused of 'exploiting' young people with new global ad campaign, The Guardian, published May 15, 2026, accessed May 18, 2026

[2] Press release, Caught in the Act: Philip Morris Rolling out Global Marlboro Ad Campaign while Claiming Cigarettes Belong in Museums, CTFK, published on May 15, 2026, accessed on May 18, 2026