CHALLENGE

Despite awareness of smoking risks, 1.1 billion people worldwide continue to smoke, with many reluctant or unable to quit entirely. Most smokers are unaware of or skeptical about smoke-free alternatives, associating them with vaping rather than a real tobacco experience that could significantly reduce harmful exposure.

INSIGHT

Smokers who are unable or unwilling to quit still seek better lifestyle options, including reducing harm to themselves and minimising impact on others. With over $9 billion invested in research, PMI’s IQOS technology offers a scientifically-backed, satisfying tobacco alternative that replicates the taste and experience of cigarettes without the harmful effects of burning.

SOLUTION

To shift perceptions, a dynamic, informative campaign was developed that brings IQOS to the forefront as a superior alternative to traditional smoking. Engaging video content, optimised for digital platforms, showcases IQOS’s innovative heating technology and emphasises real tobacco taste, hygiene, and lifestyle benefits. By focusing on harm reduction, expert-backed science, and a compelling user experience, IQOS is positioned as the trustworthy, transformative choice for adult smokers considering a smoke-free lifestyle.