We make progress against our goal by understanding adult consumers and connecting those consumers with our brands.
Our companies' marketing approach begins with adherence to our Vision and The Altria Way and compliance with all legal, regulatory and internal policy requirements. Our Code of Conduct establishes the basic compliance principles for our businesses in several key areas, including marketing responsibly. We work hard to instill a culture of responsibility throughout our marketing and sales organizations and with our business partners.
Marketing programs vary among our companies and their brands. But the focus remains the same – to responsibly grow market share by enhancing brand awareness, rewarding loyalty and driving competitive conversion among adult tobacco consumers.
Examples of our tobacco companies’ marketing practices include:
- connecting with adult tobacco consumers through direct mail and websites;
- supporting product launches in adult-only facilities;
- working with retailers to merchandise tobacco products responsibly;
- denying requests to use their brands in movies, television, video games and other entertainment media; and
- advertising only in publications that meet the Food and Drug Administration’s proposed criteria.
We believe adult tobacco consumers preferences are likely to continue to evolve at an increasing rate, driving more changes for the tobacco industry. Our businesses will need to continue to respond and adapt. Our companies’ focus on consumer-centricity is and will be essential to meet and exceed these changing expectations – whether through new products, new ways of connecting with our adult consumers or new experiences at retail. We will continue to be guided by our long-standing responsible marketing practices, taking steps designed to limit reach to unintended audiences. And we are committed to evolving those practices to ensure we remain leaders in marketing responsibly, as we focus on new approaches to converting adult smokers to non-combustible products like IQOS and increasing our adult tobacco consumer loyalty through consumer loyalty programs.