IQOS events are parties, concerts, exhibitions, and presentations that Philip Morris International hosts to cultivate loyalty, a sense of exclusivity, and public interest in new IQOS models. In addition to hosting its own events, PMI also sponsors others including festivals, public speaker events, fashion shows, and art installations. IQOS-hosted events are often held at grandiose venues like the Canary Islands’ Poema del Mar Aquarium, Curaçao’s Cabana Beach, and Russia’s Grand Ballroom Moscow. Others are more casual, trendy, and youth oriented like those at clubs and concert venues. These events are concentrated in Southern and Eastern Europe but have taken place in at least 23 countries across four continents. While the events shown in this gallery are primarily large-scale parties, IQOS also hosts more casual get-togethers like store openings, in-store speaker events, and booths at street fairs and festivals.
Common elements of IQOS events include upscale food and alcohol, often served in unusual manners; attractive women hosts; DJs or live music, which is often accompanied by dance or acrobatic performances and colorful projection shows; and a section of the venue where attendees can view and likely sample a large range of IQOS devices and accessories. Parties feature photographers and logo-laden backdrops like those on the red carpet, encouraging attendees to document their experiences and post them on social media. Much of the party decoration doubles as advertising: organizers often put up digital displays of the IQOS slogan “This changes everything,” and walls and banners are branded with hashtags so attendees can spread the word to friends. To convey a message of natural health and sustainability in line with their “smoke-free future,” the events have featured local and raw foods like sushi, the word “clean” in digital displays, and photo walls covered in plants. Other themes have included art, fashion, and technological innovation.
The events beam out a sense of elegance and luxury. Many are invitation-only, with celebrities and major influencers on the guest list, which contributes to the sense of exclusivity Philip Morris seeks to cultivate. These kinds of parties are likely to appeal to young adults, who may be attracted to the trendy party venues and private concerts with artists like Jamiroquai and Jason Derulo.
Despite Philip Morris International’s insistence that IQOS is intended for adult smokers only, the trendiness, youthfulness, and social media presence at IQOS events suggest that the intent of the events is, in reality, to attract more young users regardless of their smoking histories.
