CHALLENGE

The challenge is to introduce and familiarise customers with the HEETS range for IQOS in a way that emphasises the distinct flavours and sensations each option provides. Customers may be unaware of the flavour variety HEETS offers or may not realise the innovative differences in taste, aroma, and body that distinguish this product from traditional cigarettes or other tobacco alternatives.

INSIGHT

Customers are often looking for a personalised, elevated tobacco experience that goes beyond traditional products. They desire the richness of real tobacco flavour without the added effects of smoke, ash, or odour. By focusing on the sensory aspects of HEETS (such as aroma, flavour intensity, and mouthfeel), we can appeal to their curiosity and willingness to explore nuanced tobacco experiences.

SOLUTION

Position HEETS as a unique and refined way to enjoy tobacco, where each label offers a carefully crafted sensory journey. Through in-store conversations and visual guides, highlight the elements of taste, aroma, and body, encouraging customers to discover their personal favourite. Use messaging that aligns HEETS flavours with moments or moods, reinforcing the idea that HEETS complements various experiences and lifestyles. This approach combines education with experiential storytelling, making HEETS both intriguing and accessible.