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Introduction by: Peter Marshall

This week we present another first for – a defining video interview with Edvinas Katilius, VP Philip Morris Duty Free. The topics covered include changing consumer habits, the growth projections of oral smoke-free products, airport activations and the challenges faced when dealing with different cultures and category management. He has strong words about the need for a real change of mindset from airports when it comes to the environments now required to ‘house’ consumers that are switching to smoke-free products such as IQOS Iluma, Veev and Zyn.
We also take a first look at Philip Morris International’s The Cube, the company’s extraordinary research facility and the work done there. It’s a compelling view.



Peter Marshall

Founder: Arts
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