SRITA

Stanford Research into the Impact of Tobacco Advertising

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IQOS Friendly Places – img44905

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IQOS friendly spaces are designated spaces in which IQOS users are free to use their device where cigarette use would not be allowed. Such places are designated restaurants, public spaces, clubs, cafes, bars, and beaches and have numerous international locations. In order to become a designated IQOS friendly establishment, either IQOS reaches out to the establishment for partnership inquiries (usually) through a third party agency, or restaurants and bars apply for IQOS friend space license through the IQOS website. These extensions of IQOS into public spaces is a way for IQOS to expand their branding reach to the general population and other lifestyle followers. Additionally, the branding of IQOS exposes the device to younger audiences as restaurants and beaches are not restricted by age, and children with families will be able to see the sleek branding of IQOS.

With the growing number of IQOS Friendly places worldwide, these locations create an opportunity for IQOS to continue to associate and pair their device with mundane things like eating, lounging, food, and alcohol. Having IQOS branding just like a beer brand on the store promotes the likeness of IQOS to food or beer and reinforces the message that IQOS is meant to be enjoyed habitually like food and drink.

Sponsorships – img44937

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Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Sponsorships – img44969

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Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Edibles- Brownies/Cakes – img37743

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It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Edibles- Brownies/Cakes – img37775

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It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Edibles- Brownies/Cakes – img37807

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It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Edibles- Brownies/Cakes – img37839

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It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Edibles- Brownies/Cakes – img37871

by

It is no surprise that for many, the marijuana brownie, also known as “pot brownie,” is one of their first forays into consuming marijuana. The rich chocolate flavor masks the smell of cannabis and makes it easy for a newbie to consume the product.

The origin of marijuana-laced brownies is from the “Hashish Fudge” recipe that appeared in a cookbook in the 1950s. The brownie was popularized in the 1960s movie, “I Love You Alice B. Toklas”2 when the main character eats a pot brownie.

While cannabis-infused brownies started off as a homespun affair (there are hundreds of different recipes for cannabis infused brownies), with the relaxation of recreational marijuana laws, marijuana companies are mass-producing pot brownies. These THC-infused desserts are often neatly packaged and marketed using the titles “Marijuana brownie,” “Cannabis-infused brownie,” and “smoked” good.

Packaging for these products sometimes show clear images of the cannabis leaf on the surface of the packaging or wrapper (e.g. Stonerdays, Stoneage, Home Grown Bakery), others advertise the products utilizing neutral tones and elegant looks (e.g., “Classic Brownie,” “Love’s Oven”),and some others use unspecific terminology such as “herbal infusion” (e.g. “blazin’ brownies).

As with many edible marijuana products, regulators are working to regulate the dose for each marijuana product to minimize the risk of poisoning.

1. McDonough, E. (2016). Everything you need to know about the history of pot brownies. Retrieved June 1, 2017, from http://hightimes.com/edibles/everything-you-need-to-know-about-the-history-of-pot-brownies/
2. Spoon University. (2015). A Brief History of Edibles and Why They’re Here to Stay. Available at https://spoonuniversity.com/lifestyle/brief-history-edibles-theyre-stay
3. Schroyer, J. (2015). Industry Snapshots. Retrieved June 1, 2017, from https://mjbizmagazine.com/industry-snapshot-edibles/.

Brand Extensions – img42178

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IQOS uses brand extensions, or items that carry the IQOS name but are not the device itself, to expand its marketing reach outside of tobacco and associate its devices with fashion, art, and status. Its most extensive program, the “Qollection,” is a fashion line run through the IQOS Qreator Space in Romania. New clothing and accessories from this program are released every one or two months, and they vary from refined and elegant to brightly colored and patently youthful. Another Romanian program partners with artists to make high end items, like leather automotive gloves and streetwear sweatshirts patterned with a smoky IQOS design, which are then promoted on Instagram. In both of these programs, IQOS stresses its “support for creators,” making its art-based advertising seem altruistic while targeting fashion-minded young people. Another standout Romanian extension is its hummingbird-patterned heels. Promoted on social media with the hashtag #iqosonheels, the shoes were a gift to VIPs in the IQOS rewards program, making them an exclusive and desirable status symbol. Along with collaborating with artists, IQOS sponsors art and fashion shows like the Panter&Tourron Passages art exhibition in Italy and the We Love Flamenco fashion show in Spain. These shows do not result in a salable item for IQOS like other collaborations do, but its name is attached to them, associating the device with high culture and generating publicity among those who might not otherwise hear of IQOS, including non-smokers and young people.

Brand Extensions – img42210

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IQOS uses brand extensions, or items that carry the IQOS name but are not the device itself, to expand its marketing reach outside of tobacco and associate its devices with fashion, art, and status. Its most extensive program, the “Qollection,” is a fashion line run through the IQOS Qreator Space in Romania. New clothing and accessories from this program are released every one or two months, and they vary from refined and elegant to brightly colored and patently youthful. Another Romanian program partners with artists to make high end items, like leather automotive gloves and streetwear sweatshirts patterned with a smoky IQOS design, which are then promoted on Instagram. In both of these programs, IQOS stresses its “support for creators,” making its art-based advertising seem altruistic while targeting fashion-minded young people. Another standout Romanian extension is its hummingbird-patterned heels. Promoted on social media with the hashtag #iqosonheels, the shoes were a gift to VIPs in the IQOS rewards program, making them an exclusive and desirable status symbol. Along with collaborating with artists, IQOS sponsors art and fashion shows like the Panter&Tourron Passages art exhibition in Italy and the We Love Flamenco fashion show in Spain. These shows do not result in a salable item for IQOS like other collaborations do, but its name is attached to them, associating the device with high culture and generating publicity among those who might not otherwise hear of IQOS, including non-smokers and young people.

Brand Extensions – img42242

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IQOS uses brand extensions, or items that carry the IQOS name but are not the device itself, to expand its marketing reach outside of tobacco and associate its devices with fashion, art, and status. Its most extensive program, the “Qollection,” is a fashion line run through the IQOS Qreator Space in Romania. New clothing and accessories from this program are released every one or two months, and they vary from refined and elegant to brightly colored and patently youthful. Another Romanian program partners with artists to make high end items, like leather automotive gloves and streetwear sweatshirts patterned with a smoky IQOS design, which are then promoted on Instagram. In both of these programs, IQOS stresses its “support for creators,” making its art-based advertising seem altruistic while targeting fashion-minded young people. Another standout Romanian extension is its hummingbird-patterned heels. Promoted on social media with the hashtag #iqosonheels, the shoes were a gift to VIPs in the IQOS rewards program, making them an exclusive and desirable status symbol. Along with collaborating with artists, IQOS sponsors art and fashion shows like the Panter&Tourron Passages art exhibition in Italy and the We Love Flamenco fashion show in Spain. These shows do not result in a salable item for IQOS like other collaborations do, but its name is attached to them, associating the device with high culture and generating publicity among those who might not otherwise hear of IQOS, including non-smokers and young people.

JUUL Stores/Displays – img37811

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The popularity of JUUL has encouraged convenience store owners and vape store owners to prominently display JUUL signage at the entrance to their stores or at the point of sale. Many of these displays include special prices and discounts such as “$20 off a starter kit, ” or “ JUUL pods buy 2 and save.” The displays at the point of sale are often encased in a clear plastic enclosure making the JUUL case emulate a case of gems in a jewelry store. At least one enterprising store owner, recognizing the popularity of JUUL among youth, advertised a special “student discount” on JUUL pods.

Sponsorships – img42338

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Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Discounts – img37843

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JUUL’s business model is to get their devices into as many customer’s hands as possible and then sell them nicotine containing flavor pods on a recurring basis. One way JUUL does this is by regularly advertising discounts for its starter kits. (e.g. 15%, 25%, 40% off). Aligned with this strategy, JUUL heavily promotes its autoship subscription purchase plan for its pods. Other cost savings offered by JUUL include soliciting customers as marketing partners with the “JUUL referral program-give $15 get $15.” For price sensitive buyers, JUUL promotes its “JUUL savings calculator” to enable customers to realize that using JUUL is a cheaper way of satisfying their nicotine addiction than cigarettes.

Sponsorships – img42370

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Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Discounts – img37875

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JUUL’s business model is to get their devices into as many customer’s hands as possible and then sell them nicotine containing flavor pods on a recurring basis. One way JUUL does this is by regularly advertising discounts for its starter kits. (e.g. 15%, 25%, 40% off). Aligned with this strategy, JUUL heavily promotes its autoship subscription purchase plan for its pods. Other cost savings offered by JUUL include soliciting customers as marketing partners with the “JUUL referral program-give $15 get $15.” For price sensitive buyers, JUUL promotes its “JUUL savings calculator” to enable customers to realize that using JUUL is a cheaper way of satisfying their nicotine addiction than cigarettes.

Sponsorships – img42402

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Philip Morris International has been a sponsor of Scuderia Ferrari in Formula 1 since 1984 and Ducati in motorcycle racing since 2003. After the ban of tobacco advertising in F1 racing in 2006, PMI has resorted to rule-bending tactics to evade the ban and promote their products. In 2018, PMI announced that a PMI-created initiative called “Mission Winnow” would be used on Ferrari liveries (as well as the liveries of Ducati in MotoGP racing). Branded as a global initiative to create a better future through science and innovation, Mission Winnow is actually a proxy used by PMI to remind F1 spectators of the IQOS smoke-free mission and advertise tobacco through more subliminal means.

Although PMI does not explicitly advertise IQOS when they talk about Mission Winnow, they have in the past used IQOS branding in their VIP lounges at F1 and MotoGP events. Invited members have gotten perks at races, such as exclusive invites to preferential seating areas sponsored by PMI, limited edition IQOS devices and cases, and invitations to IQOS Lounges where customers could hear Ferrari drivers speak. These events were heavily branded with IQOS signs and included employees selling IQOS. It is clear that PMI’s attempts to circumvent the advertising ban shows how far the company will go to promote IQOS with unconventional, yet extravagant tactics.

Dragon's Breath – img29161

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Dragon’s Breath is a basic vape trick. Usually it involves blowing out three plumes of vapor: two from nostrils and one from the mouth.1 Some vapers blow out four plumes by pinching the middle of their mouth together.1 It’s popular among vapers, especially beginners, due to its simplicity and notable aesthetic.1 Dragon’s breath is used to portray many themes visually. Women hiding behind double plumes of vapor may appear mysterious and alluring. Men blowing our plumes of vapor seem rebellious and cool. Generally, it is used visually by vapers to give the appearance of being in vogue and hip. For vape ads this trick also demonstrates the advantages of their product such as the high volume of vapor their mod produces, etc.

1.https://blog.vapeclub.co.uk/vape-crazes-tricks-dragon-breath/

IQOS Flavors – img42437

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There are two brands of tobacco sticks that are compatible with IQOS: Marlboro HeatSticks and HEETS. Marlboro HeatSticks launched alongside the IQOS device in 2014 and are prominent in Japan, while HEETS are an updated and more recent version. HEETS flavors are named as colors (Bronze, Sienna, Amber, Yellow, Blue, Turquoise, Purple, Forest Green, and Cool Jade). Marlboro HeatSticks flavors sound more like cigarettes: Smooth Regular, Balanced Regular, Menthol, Mint, Purple Menthol, Yellow Menthol, and Tropical Menthol.

The descriptions of these flavors as well as their names are purposefully vague and avoid traditional flavor categories by using descriptors like “wooden, balanced, and fine.” Most of these flavors are variations of tobacco or menthol with a few exceptions. Purple labels are blueberry flavored and are only available in Russia, Ukraine and Japan, and Forest Green, Cool Jade, and Tropical Menthol are only available in Japan.

In July of 2019, Japan launched three new tobacco flavors for IQOS: HEETS Forest Green and Cool Jade and Marlboro Tropical Menthol. The flavors were highly advertised and branded as a collaboration with famous Japanese pastry chef Sadaharu Aoki. An article on the Japanese IQOS page explains how Chef Aoki created the new flavors modeled after macaron cookies; customers got the chance to pair the new Tropical Menthol flavor with Aoki’s macarons at a tasting event.

Although the IQOS tobacco sticks are usually not advertised as food flavored, they are often displayed alongside food similar to the macaron event. Events in Japan have encouraged customers to pair Heatsticks with chocolate and coffee, and IQOS advertising worldwide showcases IQOS alongside meals and alcohol. These campaigns normalize and connect IQOS to minor vices like drinking coffee or enjoying a sweet treat.

IQOS Flavors – img42470

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There are two brands of tobacco sticks that are compatible with IQOS: Marlboro HeatSticks and HEETS. Marlboro HeatSticks launched alongside the IQOS device in 2014 and are prominent in Japan, while HEETS are an updated and more recent version. HEETS flavors are named as colors (Bronze, Sienna, Amber, Yellow, Blue, Turquoise, Purple, Forest Green, and Cool Jade). Marlboro HeatSticks flavors sound more like cigarettes: Smooth Regular, Balanced Regular, Menthol, Mint, Purple Menthol, Yellow Menthol, and Tropical Menthol.

The descriptions of these flavors as well as their names are purposefully vague and avoid traditional flavor categories by using descriptors like “wooden, balanced, and fine.” Most of these flavors are variations of tobacco or menthol with a few exceptions. Purple labels are blueberry flavored and are only available in Russia, Ukraine and Japan, and Forest Green, Cool Jade, and Tropical Menthol are only available in Japan.

In July of 2019, Japan launched three new tobacco flavors for IQOS: HEETS Forest Green and Cool Jade and Marlboro Tropical Menthol. The flavors were highly advertised and branded as a collaboration with famous Japanese pastry chef Sadaharu Aoki. An article on the Japanese IQOS page explains how Chef Aoki created the new flavors modeled after macaron cookies; customers got the chance to pair the new Tropical Menthol flavor with Aoki’s macarons at a tasting event.

Although the IQOS tobacco sticks are usually not advertised as food flavored, they are often displayed alongside food similar to the macaron event. Events in Japan have encouraged customers to pair Heatsticks with chocolate and coffee, and IQOS advertising worldwide showcases IQOS alongside meals and alcohol. These campaigns normalize and connect IQOS to minor vices like drinking coffee or enjoying a sweet treat.

Age Gate – img34079

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An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Age Gate – img34111

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An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Age Gate – img34143

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An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Age Gate – img34175

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An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

Age Gate – img34207

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An age gate is a mechanism used by websites to restrict access to sales or content to underage users. Many e-cigarette companies voluntarily implement age-gates in an effort to demonstrate their initiative in youth prevention.

Most major combustible cigarette brands have stringent age-verification gates on their homepages that require driver’s license information or the last four digits of the social security number to access the website. Many e-cigarette brands do not have an age-restriction gate on their homepage. Among those that do have it, most age gates require the user to acknowledge if they are over a certain age by indicating a simple “yes/no” response, while others may ask for date of birth.

In the series of images below, many simply ask the user if they are over 18 years of age, while some may ask for a date of birth. These forms of age verification rely on the honor code, and therefore have no way to deter underage users who simply lie about their age in order to access the content. Online age-verification has proven to be very difficult, and studies have shown the ineffectiveness of many age gates in preventing youth sales. Larger tobacco industry, however has much more advanced age-verification that will often require a social security number.

IQOS Friendly Places – img42680

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IQOS friendly spaces are designated spaces in which IQOS users are free to use their device where cigarette use would not be allowed. Such places are designated restaurants, public spaces, clubs, cafes, bars, and beaches and have numerous international locations. In order to become a designated IQOS friendly establishment, either IQOS reaches out to the establishment for partnership inquiries (usually) through a third party agency, or restaurants and bars apply for IQOS friend space license through the IQOS website. These extensions of IQOS into public spaces is a way for IQOS to expand their branding reach to the general population and other lifestyle followers. Additionally, the branding of IQOS exposes the device to younger audiences as restaurants and beaches are not restricted by age, and children with families will be able to see the sleek branding of IQOS.

With the growing number of IQOS Friendly places worldwide, these locations create an opportunity for IQOS to continue to associate and pair their device with mundane things like eating, lounging, food, and alcohol. Having IQOS branding just like a beer brand on the store promotes the likeness of IQOS to food or beer and reinforces the message that IQOS is meant to be enjoyed habitually like food and drink.

IQOS Friendly Places – img42712

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IQOS friendly spaces are designated spaces in which IQOS users are free to use their device where cigarette use would not be allowed. Such places are designated restaurants, public spaces, clubs, cafes, bars, and beaches and have numerous international locations. In order to become a designated IQOS friendly establishment, either IQOS reaches out to the establishment for partnership inquiries (usually) through a third party agency, or restaurants and bars apply for IQOS friend space license through the IQOS website. These extensions of IQOS into public spaces is a way for IQOS to expand their branding reach to the general population and other lifestyle followers. Additionally, the branding of IQOS exposes the device to younger audiences as restaurants and beaches are not restricted by age, and children with families will be able to see the sleek branding of IQOS.

With the growing number of IQOS Friendly places worldwide, these locations create an opportunity for IQOS to continue to associate and pair their device with mundane things like eating, lounging, food, and alcohol. Having IQOS branding just like a beer brand on the store promotes the likeness of IQOS to food or beer and reinforces the message that IQOS is meant to be enjoyed habitually like food and drink.

IQOS Friendly Places – img42744

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IQOS friendly spaces are designated spaces in which IQOS users are free to use their device where cigarette use would not be allowed. Such places are designated restaurants, public spaces, clubs, cafes, bars, and beaches and have numerous international locations. In order to become a designated IQOS friendly establishment, either IQOS reaches out to the establishment for partnership inquiries (usually) through a third party agency, or restaurants and bars apply for IQOS friend space license through the IQOS website. These extensions of IQOS into public spaces is a way for IQOS to expand their branding reach to the general population and other lifestyle followers. Additionally, the branding of IQOS exposes the device to younger audiences as restaurants and beaches are not restricted by age, and children with families will be able to see the sleek branding of IQOS.

With the growing number of IQOS Friendly places worldwide, these locations create an opportunity for IQOS to continue to associate and pair their device with mundane things like eating, lounging, food, and alcohol. Having IQOS branding just like a beer brand on the store promotes the likeness of IQOS to food or beer and reinforces the message that IQOS is meant to be enjoyed habitually like food and drink.

IQOS Friendly Places – img42776

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IQOS friendly spaces are designated spaces in which IQOS users are free to use their device where cigarette use would not be allowed. Such places are designated restaurants, public spaces, clubs, cafes, bars, and beaches and have numerous international locations. In order to become a designated IQOS friendly establishment, either IQOS reaches out to the establishment for partnership inquiries (usually) through a third party agency, or restaurants and bars apply for IQOS friend space license through the IQOS website. These extensions of IQOS into public spaces is a way for IQOS to expand their branding reach to the general population and other lifestyle followers. Additionally, the branding of IQOS exposes the device to younger audiences as restaurants and beaches are not restricted by age, and children with families will be able to see the sleek branding of IQOS.

With the growing number of IQOS Friendly places worldwide, these locations create an opportunity for IQOS to continue to associate and pair their device with mundane things like eating, lounging, food, and alcohol. Having IQOS branding just like a beer brand on the store promotes the likeness of IQOS to food or beer and reinforces the message that IQOS is meant to be enjoyed habitually like food and drink.

JUUL Stores/Displays – img40318

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The popularity of JUUL has encouraged convenience store owners and vape store owners to prominently display JUUL signage at the entrance to their stores or at the point of sale. Many of these displays include special prices and discounts such as “$20 off a starter kit, ” or “ JUUL pods buy 2 and save.” The displays at the point of sale are often encased in a clear plastic enclosure making the JUUL case emulate a case of gems in a jewelry store. At least one enterprising store owner, recognizing the popularity of JUUL among youth, advertised a special “student discount” on JUUL pods.