CHALLENGE

IQOS aims to bridge the gap for LAS (legal age smokers) who are currently unaware, misinformed, or skeptical of its potential as a viable alternative to cigarettes. Many LAS believe IQOS is akin to e-cigarettes and lacks a “real tobacco” experience, leading them to dismiss it or lean towards vaping. There is a need to showcase IQOS as a product rooted in tobacco science that offers authentic satisfaction without the negative effects of traditional smoking, like harmful chemicals, smell, or ash.

INSIGHT

For LAS who enjoy tobacco but are looking for a less harmful experience, IQOS offers an innovative alternative that maintains the authenticity and flavour of real tobacco, unlike substitutes. IQOS's advanced heating technology preserves taste while significantly reducing exposure to harmful chemicals. With more than 400 scientists dedicated to its research, IQOS provides a breakthrough solution that aligns with the smoker’s desire for genuine tobacco enjoyment, with an added benefit of harm reduction and an improved lifestyle.

SOLUTION

We propose a video-driven digital campaign titled “The Next Tobacco Experience” that emphasises IQOS as the most authentic, scientifically-driven choice for those looking to transition from smoking. This campaign will be tailored to resonate across diverse markets by using a mix of dynamic visuals, engaging storytelling, and persuasive, science-backed content. Key components of the campaign will include:

Short-form videos demonstrating the unique benefits of IQOS, such as harm reduction, heating vs burning, and the superior taste of real tobacco flavours.

“We Did X, So You Can Have Y” messaging, highlighting how IQOS's extensive scientific research leads to a safer, more enjoyable lifestyle without sacrificing tobacco authenticity.

Engagement-focused formats for digital platforms (website, social media) and adapted for cinema and Scanpack use where allowed. These videos will captivate viewers in seconds, creating curiosity and prompting trials, especially from skeptics ready to explore the brand’s science-led proposition.