CHALLENGE
Differentiating IQOS & HEETS from rivals offering cheaper alternatives while establishing their combined superiority in the face of market challenges.

INSIGHT
The strength of IQOS & HEETS lies in their synergy, providing an unrivalled tobacco experience that combines flavour satisfaction and harm reduction. This synergy underscores the need for their inseparable use.

SOLUTION:
Craft a campaign emphasising the perfect pairing of IQOS and HEETS, drawing parallels to iconic duos. Highlight system science, taste excellence, and exclusivity. The tagline "Only with HEETS & IQOS" subtly guides users towards the ultimate experience. Maintain IQOS 3 style, targeting LAUs emotionally and educating LASs rationally. Deploy across OOH, digital, POS, social, trade, and IQOS.com.

Outcome: IQOS & HEETS emerge as an indivisible force, addressing competition while epitomising an unparalleled tobacco promise.