Philip Morris USA’s marketing goal is to find ways to effectively, responsibly and profitably connect adult cigarette smokers with our brands.
PM USA is guided by Altria Group’s Mission
and Altria's Code of Conduct
. We are committed to marketing our products responsibly by building relationships between adult smokers and our brands while taking steps designed to limit reach to unintended audiences.
We market brands such as Marlboro
and Virginia Slims
. We design our marketing programs to enhance brand awareness, recognition and loyalty among adult smokers. We want adult smokers of our brands to purchase our brands consistently; and we compete to grow our market share by attracting adult smokers of competitor brands to switch to our brands.
We primarily connect with adult smokers in two ways:
- One-to-one consumer communications with age-verified adult smokers 21 years of age or older, including direct mail, email, consumer websites and consumer marketing activities.
- At retail, where we present our brands to adult cigarette smokers at the point of purchase. We offer programs to help merchandise our products and to help restrict underage access to cigarettes.
We have programs designed to connect with our intended audience while helping to prevent underage
access to cigarettes. For example:
- In-store access: We work with retailers to restrict product access. Our retail merchandising program requires retailers to comply with applicable laws and regulations, including those that require merchandising cigarettes in a non-self-service manner. We also require additional measures not mandated by federal law to help reduce potential underage access.
- Product placement requests: We deny requests for permission to use or display our brands in any movies, television shows or entertainment media.