PMI's IQOS: Use, "Switching" and "Quitting" Tobacco Tactics If you don't smoke, don't start. If you smoke, quit. If you don't quit, change. That is the message of Philip Morris International (PMI), the company that brings cigarette brands such as Is PMI Really Creating a 'Smoke Free Future'? Philip Morris plans to quit cigarettes and switch to Iqos Analysis & Features The Grocer PMI's Approach to Collaborating Cross Functionally