CHALLENGE

Establish IQOS and HEETS as the ultimate, inseparable choice for premium tobacco experiences in a market filled with lower-cost alternatives. The challenge is to not only differentiate IQOS and HEETS from competitors but also to reinforce the notion that their combined use delivers benefits competitors cannot match—maintaining IQOS's premium positioning.

INSIGHT

The distinct value of IQOS and HEETS lies in their synergy. Together, they promise a superior, scientifically-engineered experience that balances flavour satisfaction with harm reduction. This union offers a unique benefit that only the combined use of IQOS and HEETS can provide, which becomes diluted if used independently or with alternatives.

SOLUTION

Create a campaign that champions the concept of IQOS and HEETS as the ultimate pairing—like iconic duos that are better together. Messaging will centre on the exclusive benefits of this pairing, showcasing scientific rigour, superior taste, and exclusive benefits that emphasize the premium nature of the experience. The tagline “Only with HEETS & IQOS” will subtly guide users to understand the unmatched value of using both products together. This integrated campaign, aligning with the IQOS 3 aesthetic, will speak to LAUs through emotional storytelling and to LASs with rational, informative messaging. Execution across OOH, digital, POS, social, trade, and IQOS.com will ensure maximum reach and impact.

OUTCOME

Position IQOS and HEETS as a cohesive, superior experience that not only sets them apart from lower-cost alternatives but also solidifies their role as a premium, unmatched choice in the tobacco space.