Collection: IQOS Ads&Products

Advertising for IQOS is universally sleek and modern. This visual cleanliness reinforces Philip Morris’ claim that IQOS itself is “clean,” a proxy for “less harmful than cigarettes.” The IQOS logo, a blue hummingbird, is present on many ads. The gradient teal and blue connote water vapor, in turn signifying health, lightness, and the lack of combustible cigarette smoke in IQOS products. The color also closely matches the color scheme of the upscale jewelry company Tiffany & Co. The hummingbird’s quick pace represents agility and the company’s narrative of rapid change, along with a natural and nectar-sweet quality. Point-of-sale advertising often focuses on the customizability of IQOS, as users can choose different colors and designs for their device, charging case, and leather carrying pouch.

Even in countries where tobacco advertising rules are stringent, Philip Morris International has been able to widely disseminate their advertising materials. Ads for IQOS have appeared on and around storefronts and mall kiosks, in public spaces and on billboards, and on social media. Promotional materials also take more surreptitious forms like IQOS-funded events and sponsored news articles. For more information on some of the subcategories of IQOS advertising, please see the other subsections on the IQOS page on our website.