Philip Morris International's Formula 1 Sponsorship-Linked Marketing: Transformation From Marlboro to Mission Winnow.

This article examines Philip Morris International's (PMI) transformation of its Formula 1 sponsorship-linked marketing from its longstanding Marlboro cigarette brand to the newly developed Mission Winnow brand. Through qualitative textual analysis of internal PMI marketing documents and Mission Winnow's social media posts from 2018 to 2021, the study reveals a shift in marketing objectives: Marlboro's sponsorship emphasized rugged masculinity, independence, and adventure, while Mission Winnow focuses on themes of transformation, progress, teamwork, innovation, technology, and science. Despite the World Health Organization's Framework Convention on Tobacco Control (WHO FCTC) calling for comprehensive bans on tobacco advertising and sponsorship, PMI continues to use Formula 1 sponsorship strategically to promote its "next-generation products" and seek legitimacy. The findings highlight ongoing challenges in enforcing tobacco control policies amid evolving tobacco industry marketing practices.