PML Multi-Category Showcase Trade Event.
Client
Philip Morris
Area
Trade
The Challenge
At Mercieca, we worked closely with Philip Morris Limited (PML) to deliver a standout Multi-Category Showcase event – held at London’s Wagtail rooftop bar. The aim was to spotlight PML’s evolving multi-category portfolio and strengthen awareness among trade media and influential retailers, driving increased listings and commercial momentum.
With representatives from leading trade publications including Talking Retail, Convenience Store, and Asian Trader, alongside industry bodies such as the ACS, the event brought together key stakeholders to experience first-hand how Philip Morris is leading the transition towards a smoke-free future.
Our approach
In partnership with the PML team, we managed the planning and delivery of the showcase, curating a quality guest list and coordinating invitations to ensure maximum relevance and impact. Our team also designed and delivered bespoke branding for the space, including coasters, bespoke menus, flyers and impactful ceiling installations which turned the venue’s anteroom into a space that showcased each element of PML’s multicategory.
At the event itself, guests explored a dedicated multi-category showroom, featuring immersive product demonstrations and insights from PML experts across the portfolio – including IQOS ILUMA, ZYN, and VEEV ONE. Attendees were also invited to personalise and sample devices through an on-site engraving station, adding a memorable and interactive touchpoint.
Through carefully crafted presentations and storytelling, we helped PML highlight the international success and innovation driving its brands – from VEEV ONE’s rapid growth across Europe to ZYN’s No.1 status in the US – while celebrating the 10-year anniversary of IQOS and one year of IQOS ILUMA in the UK.
Impact
The Multi-Category Showcase was a powerful demonstration of PML’s leadership and ambition within the UK market. The event not only reinforced Philip Morris’ position as the go-to multi-category supplier for retailers investing in the smoke-free future, but also delivered the following outcomes across awareness, engagement, and reputation:
Strengthened trade media relationships, with positive coverage secured following the event across tier-one retail and FMCG titles
Offered trade contacts the chance to pose direct-to-client questions after the presentation, informing follow-ups which influenced dedicated category insight articles
Increased visibility and awareness of PML’s expanding multi-category portfolio, ahead of major Q4 launches including LEVIA and new ZYN SKUs
Reinforced Philip Morris’ commitment to UK growth and innovation, marking a milestone in the brand’s ongoing smoke-free journey
