CHALLENGE

To cut through the brand noise of Valentine’s Day by positioning IQOS 3 as a meaningful and lasting gift that goes beyond the usual Valentine’s gestures of flowers or chocolates. The aim is to encourage IQOS as the perfect Valentine’s gift, whether for loved ones or as a self-gift, to increase product adoption among legal-age smokers (LAS) and legal-age users (LAU).

INSIGHT

Valentine’s Day is a celebration where thoughtfulness in gift selection matters as much as the gift itself. Traditional gifts offer a momentary pleasure, but consumers increasingly seek gifts that make a lasting impact. For smokers, IQOS 3 represents not just an alternative but a step toward a healthier lifestyle that they can feel proud to gift or treat themselves with. As consumers explore ways to convey love and care, IQOS 3 provides a unique, thoughtful alternative by combining real tobacco satisfaction with reduced harm and social benefits—appealing to both LAS and LAU on an emotional and practical level.

SOLUTION

Position IQOS 3 as “The Lasting Gift of Love” that enhances lifestyle and aligns with heartfelt intentions. This campaign will emphasise IQOS’s transformative benefits, offering consumers a gift that represents a healthier choice and brings closeness, free from smoke and odour. For self-gifters, IQOS becomes an empowering choice that demonstrates self-love and commitment to a better lifestyle. The campaign will feature lifestyle-focused taglines like “Show Your Love with IQOS” and product-centric options like “A Gift to Remember,” supported by visuals that integrate IQOS with traditional Valentine’s symbols like roses and champagne.