CHALLENGE

To launch IQOS 3 in a way that resonates deeply with diverse audiences, encouraging both Legal Age Smokers (LAS) and Legal Age Users (LAU) to view IQOS 3 as a transformative choice for better tobacco enjoyment. The brand must overcome existing misconceptions about the Heat-not-Burn (HnB) category while highlighting the improved product features and lifestyle benefits that make IQOS a superior and satisfying tobacco alternative.

INSIGHT

The typical LAS and LAU segments seek a tobacco experience that feels authentic without the traditional drawbacks of smoking. They want a solution that is convenient, socially acceptable, and designed for their lifestyle, yet are often unaware of or sceptical of the HnB category. Highlighting the unique qualities of IQOS 3—such as real tobacco, reduced chemical intake, minimal smell, and ease of use—can draw them to explore a new kind of tobacco experience. Additionally, LAS who have previously tried IQOS may have unmet expectations from earlier models, creating an opportunity to re-engage them by addressing their pain points and demonstrating how IQOS 3 delivers a refined and improved experience.

SOLUTION

Position IQOS 3 as the “Brilliant” choice for modern tobacco enjoyment by leveraging straightforward yet inviting language and lifestyle-focused messaging. For LAS, focus on the lifestyle shift IQOS provides—real tobacco taste with 90% less harmful chemicals, without the smell or stigma, creating a better alternative to cigarettes. For LAU, emphasise the product enhancements, such as the PROTECT PLUS™ durability, 15% faster charge, and consecutive-use capability of IQOS 3 Multi. By underscoring the simplicity, convenience, and personalised aspects of IQOS 3, the campaign can effectively reframe the HnB category as a more enjoyable and innovative way to experience tobacco.