Following a series of major acquisitions in the food industry, including General Foods, Kraft, Fini and Jacobs Suchard, Philip Morris Companies Inc needed to evolve its image in Europe from that of an American tobacco company to one of a diversified consumer products multinational with significant European presence, products and investments.
A PerfectPitch senior consultant, at the time head of European corporate communications with the group, worked with the London-based branding agency Michael Peters to produce a full range of communications materials incorporating a new corporate identity, business unit directory, product catalog, and facilities map, and coordinated both external PR and internal communications of the new corporate image tools across 12 key European markets.