Collection: Brand Extensions

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.