We’ve built the world’s most successful cigarette company, with the world’s most popular and iconic brands.

Now we’ve made the decision to go smoke-free.

We are building PMI’s future on smoke-free products that—while not risk-free—are a far better choice than cigarette smoking.

Indeed, our vision—shared by all at PMI—is that these products will one day replace cigarettes.

The Future Reimagined


woman watching a video in a darkened room

The Future Reimagined

"Classical music building"

Imagine a business turning its back on what made it so well known in the first place.

Imagine reinventing yourself to become something so different to what you once were.

Imagine making a decision that results in the disruption of the very industry you operate in.

At Philip Morris International, we've done exactly that.

Our goal, deliver a smoke-free future and transform for good.

"Music builds"

Replace cigarettes for good.

Why? Because it's the right thing to do.

"Music slows"

It's a well known fact smoking is harmful, yet there's still 1.1 billion smokers out there, and according to the WHO, that number will be the same in 2025.

Quitting tobacco and nicotine altogether is always the best decision, but many don't.

So for adults who don't quit, access to less harmful smoke-free alternatives can be part of the solution.

Since 2008, we've invested more than $9 billion in the research and development of smoke-free products.

We've hired hundreds of talented, innovative scientists, engineers, and change-makers to see our goal through.

We are the only company within the traditional international tobacco sector to have committed to phasing out cigarettes.

We don't need to imagine a smoke-free future, we're delivering one.

Icon for Philip Morris International appears on screen.

Delivering a smokefree future.

Smoke-free alternatives are addictive and not risk-free


We are doing this because we should …

We understand the millions of adult smokers who smoke cigarettes. They are looking for less harmful, yet satisfying, alternatives to smoking. We will give them that choice.

We have a commitment to our employees and our shareholders, which we are fulfilling by pursuing this path to sustainable success.

We have a commitment to society, which expects us to act responsibly. We are doing just that, by delivering a smoke-free future.

… and because, with the backing of scientists, we now can.

More than a decade ago, we set ourselves the goal of creating less harmful alternatives to cigarettes.

Thanks to the inventiveness and perseverance of our scientists and thousands of others at PMI—and an investment to date of over USD 12.5 billion in science-based innovation—we have done exactly that, developing breakthrough products that are smoke-free and enjoyable.

These will be the PMI icons of our smoke-free future.

Millions of adults worldwide have already switched to our smoke-free products and given up cigarettes completely, and this is just the beginning. A smoke-free future is within our grasp.

It’s time to make smoking history


World map made of green cubes

It’s time to make smoking history

Voiceover: Jacek Olczak, CEO, Philip Morris International

This company wants to change the world.

If we can get there this is going to be really phenomenal

Fast-paced music starts

Words on screen read: That’s why at Philip Morris International, we’ve committed to deliver a smoke-free future.

Voiceover: Stefano Volpetti, President, Smoke-Free Inhaled Products & Chief Consumer Officer, PMI.

This company has had the courage, the vision and leadership to establish a new direction.

Voiceover: Bin Li, Chief Product Officer, PMI

It's very difficult for a company to sign up for a big transformation like this.

Words on screen read: Our ambition? To move away from cigarettes.

Voiceover: Stacey Kennedy, President Americas Region and CEO of PMI’s U.S. business:

We are building our company's future around better alternatives to smoking.

Voiceover: Michael Voegele, Chief Digital and Information Officer, PMI:

I think it's a unique challenge being part of a team that revolutionizes the industry

Words on screen read: Since 2008, we’ve invested over 12.5 billion dollars in scientific substantiated smoke-free products.

Voiceover: Gregoire Verdeaux, Senior Vice President, External Affairs, PMI:

The end of cigarettes is doable and it is about setting a date, setting a timetable and setting a path to go there.

Words on screen read: And by 2030, we aim to have more than two-thirds of our net revenue come from smoke-free products.

In 2023, we were at 39.3% (as of December 31, 2023).

Voiceover: Marian Salzman, Senior Vice President & Chief Corporate Citizenship Officer, PMI:

I think we've become part of the ongoing dialogue around companies that can change.

Voiceover: Lars Dahlgren, President, Smoke-Free Oral Products and CEO, Swedish Match:

I've been impressed with the boldness of PMI articulating that the future is smoke free products.

Words on screen read: Currently our smoke-free products are available in 84 markets

Voiceover: Dr Moira Gilchrist, Chief Communications Officer, PMI:

We set out to develop these products and gather scientific evidence.

Voiceover: Dr Badrul Chowdhury, Chief Life Sciences Officer, Smoke-Free Products:

You actually have a product where the hundred or so chemicals which are known to be harmful are reduced or eliminated. That's the scientific breakthrough.

Voiceover: Dr Moira Gilchrist, Chief Communications Officer, PMI:

This is transforming the entire industry

Voiceover: Jacek Olczak, CEO, Philip Morris International:

The evidence is clear. Smoke-free alternatives can accelerate the end of smoking. The world has to move now to help smokers to move to the better alternative.

Words on screen read: 28.6 million adults globally are using our leading heated tobacco product, of which 20.8 million have switched completely and stopped smoking.

Voiceover: Jacek Olczak, CEO, Philip Morris International:

It's time to make smoking history.

Philip Morris International is seen on screen.

A focus on life sciences will accelerate transformation …

… if conversations and debate center on data and scientific evidence—not on rhetoric and dogma, which will only mislead adult smokers and dissuade them from switching away from cigarettes, the most harmful form of nicotine delivery. 

… if governments create regulations that acknowledge these smoke-free products are better than continued smoking and encourage adults who would otherwise continue to smoke to switch to them. 

… if people—not politics—are at the center of policymaking. 

We’re creating a PMI that will be remembered for replacing cigarettes with a portfolio of revolutionary products.

In these fast-changing times, you can always choose to do nothing. Instead, we’ve set a new course for the company—we have chosen to do something really big.