Cigarette smoking has been proven to have very significant negative effects on the body. For many smokers who want to quit, heated tobacco products have become one of the avenues to get their nicotine fix while reducing the harm their habit does to their bodies.
IQOS, the heated tobacco device that Philip Morris International (PMI) launched recently marked its 10th anniversary. In line with this, PMI launched a new campaign which highlights its evolution. Dubbed “Forever Curious”, the campaign shapes how IQOS approaches product innovation, consumer engagement, and long-term transformation.
“We are proud of our progress in making cigarettes obsolete and remain firm in our commitment towards a smoke-free future for the Philippines. This campaign marks how IQOS is evolving, not just as the world’s leading heated tobacco product, but as a brand that empowers legal-age smokers who would otherwise smoke to switch to a smoke-free alternative grounded in innovation,” said Gijs de Best, president of PMFTC, the Philippine affiliate of PMI.
“Forever Curious” captures our core belief that curiosity paves the way for creativity and inspires progress by challenging the status quo. Being forever curious at IQOS is what allows us to pursue our quest to continuously develop better smoke-free alternatives for legal-age nicotine users.
“It is a bold reimagining that signals a transformative new chapter for the brand that is rooted in the notion of discovery, a journey of innovation, and IQOS’s stance on bringing cutting edge smoke-free experiences to adult smokers and adult nicotine users with an ambition to switch them from cigarettes for good,” he added.
To welcome this new chapter, the IQOS community was invited to an exclusive, immersive launch to experience the world of “Forever Curious” through art installations and music performances. The launch brought to life a realm where legal-age nicotine users can switch to smoke-free options — all powered by curiosity driven advanced technology.
In bringing this campaign to life, IQOS will host a series of “Curious X” events in key cities around the world. These private gatherings are designed to immerse legal-age nicotine users in the evolving IQOS brand world and culminate in the IQOS Global Event in Milan, a premier showcase that brings the brand’s vision to life through interactive experiences and global perspectives.
