Philip Morris Anti-Smoking Ad Campaign; Friend Or Foe?

For the first time in its history tobacco giant Philip Morris has launched a UK-wide anti-smoking campaign. If you don't know, Philip Morris is a British tobacconist and namesake of the holding company of cigarette brand Marlboro, PMI. Their recent UK-wide campaign is suppose to urge customers to quit smoking, and offers an online support group to help. This is a smart strategy for generating awareness for their smokeless tobacco products, but many people feel it violates the anti-advertising laws. Is Philip Morris' anti-smoking ad campaign a wolf dressed in grandma's clothing or a first step to a major brand transformation? Listen in to Episode 2 of Brand Center to learn if this campaign is a win or fail.