A new Electric Purple version of the ILUMA i tobacco heating device was launched alongside “Electric Dreams,” a campaign featuring international travel and lifestyle experiences for adult smokers and users of smoke-free alternatives.
IQOS said the campaign includes five curated experiences in destinations such as Portugal, Slovenia and South Korea. Activities mentioned by the company include an experience between the city and the ocean in Portugal, a cave visit in Slovenia and a symphony-themed activity in South Korea.
The company said the Electric Purple colorway was inspired by curiosity and discovery, adding that the campaign aims to encourage adult nicotine consumers to explore alternatives to cigarettes.
“With the IQOS ILUMA i Electric Dreams initiative, we encourage adult nicotine consumers to embrace an electric way of dreaming. IQOS Electric Dreams welcomes adult smokers to explore the electric dimension of curiosity, guiding them toward new adventures, stronger connections and ultimately making them aware of better alternatives to cigarettes such as IQOS,” said Zhenya Ivanov, president of PMFTC Inc., the Philippine affiliate of Philip Morris International.
Ivanov also said curiosity drives the company’s approach to innovation.
“At IQOS, we believe that being forever curious is the inner powerhouse that fuels us to push the boundaries of continuous innovation to accelerate the end of cigarettes. It makes us who we are,” he said.
PMFTC Director for Smoke-Free Products Vicknatheeban Tharmalingam said the launch reflects the company’s continued investment in smoke-free products and consumer engagement.
“Today’s launch of the Electric Purple IQOS ILUMA i and the Electric Dreams campaign is a signal — a signal of how seriously we take our consumers in the Philippines,” Tharmalingam said.
The company said its tobacco heating system now has more than 35 million adult users worldwide.
The Electric Purple IQOS ILUMA i One became available on May 16 in IQOS stores, IQOS.com, Lighters Galore and selected 7-Eleven branches nationwide.
