Philip Morris incorporated in New York in 1902; until 1929, when the company purchased its first cigarette factory in Richmond, Virginia, their brands were made under license by Stephano Brothers of Philadelphia.

The last survivor in Canada of the Philip Morris brand, the king-sized, plain-end version, was discontinued in the early 1990s.

In Vance Packard "The Hidden Persuaders" (1957), it was revealed that Philip Morris conducted a survey in mid-1955 to find out why people weren't buying them.

This was because in previous advertising campaigns, Philip Morris stressed their brand was "entirely free of a source of irritation found in the manufacture of all other leading cigarettes"- and people remembered that even when they abandoned that claim after 1953.

By the end of 1955, Philip Morris introduced a white pack with stripes and a new logo, and stressed the word "gentleness" in their advertising.

And Philip Morris continued to use this approach, emphasizing "young smokers", "mildness" and a preference for cigarettes "without filters" towards the end of the 1950s (Liggett & Myers also stressed "If you like a mild smoke, but you don't like filters, join the 'Chesterfield People'---get Chesterfield King!"

", and "On the Trail" (from Ferde Grofé's Grand Canyon Suite, used as their musical signature on radio and TV for 22 years) in their ads.

Douglas Edwards and the News, CBS' early evening 15 minute newscast [7pm(et) in most areas, with a 7:15pm "feed" in others], was sponsored on alternate evenings by Philip Morris, who continued to be a regular sponsor after Walter Cronkite succeeded Douglas Edwards in April 1962.

[17][18] Historian Keith Wailoo argues the cigarette industry targeted a new market in the black audience starting in the 1960s.

Big Tobacco responded by investing heavily in the Civil Rights Movement, winning the gratitude of many national and local leaders.

[19] Philip Morris was or still is sold in the following countries: Canada, United States, Mexico, Chile, Uruguay, Argentina, Romania, Luxembourg, Netherlands, Germany, Sweden, Finland, France, Switzerland, Austria, Portugal, Spain, Italy, Hungary, Czech Republic, Slovakia, Croatia, Greece, Cyprus, Estonia, Latvia, Lithuania, Ukraine, Russia, Georgia, Philippines, Hong Kong, Japan, Australia, Algeria, and Indonesia.