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Philip Morris' Warm Fuzzy New Image
by Anne Landman
The inside-corporate reasons for the "re-make" of Philip Morris
- 1980 1981 Public Relations Plan includes "Improve Credibility."
- Includes actions steps such as "Test 'Public Service' messages" and "Publish 'Social Responsiblity' messages" as well as the action step to "Counter anti-tobacco group positions"
- 14 Oct 1985 Early PM discussion about need to alter corporate image
- "The problems of 'smoking and health' are fully penetrated on the whole...The opinion of all the opinion formers (journalists, politicians, public authority officials, etc.) on the subject of 'smoking and health' is negative, partially dangerous for our product. The overwhelming majority of opinion formers as a rule start from the assumption that --Smoking is an addiction --Smoking borders on the taking of drugs --smoking represents a hazard to non-smokers --children and youngsters must be kept away from smoking although it is still tolerated in the case of husband or wife 1. PM's lack of profile It goes without saying that a firm's public image in relation to the competitors, potential and existing employees, opinion leaders, etc. must be stamped with a profile of its own. This independent profile gives greater opportunities for the product and the messages the firm is conveying to its situation in the market and vis-a-vis problem groups. An independent profile today is achieved by a coprorate identity strategy....
- 13 Aug 1990 Roper Study on Philip Morris' corporate imagery shows that including the words "Tobacco Company" in the corporate name is detrmental to public opinion.
- Indeed, you won't see the tag line "From the People of Philip Morris Tobacco Company" on any of their ads. In this document, Philip Morris commissioned a study by the Roper Organization to expore where it's corporate imagery stood with respect to that of RJR. It found that the public had a more favorable opinion of RJR, and that when RJR was listed as "RJR Nabisco" ratings were higher than when RJR was listed as "RJR Tobacco Company."
- Apr 1992 (est.) PM holds a confidential corporate board meeting where the topic of "positioning our company in the minds of people" is brought up.
- Quotes: "We should be focused on positioning our company in the minds of people. I've read Michael Crighton's book, 'The Rising Sun.' What kind of corporate hero are we? We should capitalize on PM's success and America's need for corporate heroes. We don't want to have to defend ourselves against government on public image."