Philip Morris: Tobacco's Smoke-Free Future

One of the world’s leading tobacco companies, Philip Morris International (PMI), has a revolutionary mission: to deliver a smoke-free future.

The challenge was to redesign its corporate website to communicate the bold corporate mission of “Delivering a Smoke-Free Future”, whilst making the website engaging and interesting to the general public and the corporate audience: investors, press, career-seekers, corporate governance bodies, and more.

The result allows you to discover an inviting, consumer-centric organization with an exciting vision, and to understand the company’s progress in achieving its mission. Welcoming and informative, with clear and simple sections, the site uses powerful copy, images and video, to allow multiple stakeholders to easily access relevant information, quickly.

From a technical standpoint, the site also delivers superior performance on desktop and mobile devices, cutting initial load time from 18 seconds to 4 seconds. PMI.com is also SEO-optimized and meets accessibility standards.

This was achieved despite being built on top of the legacy code base, using a detached “handlebars” process, allowing for front-end and back-end development to be developed mostly independently and in parallel, resulting in faster delivery.

The overwhelming positive reaction from stakeholders led the organisation to benchmark the project.