SRITA

Stanford Research into the Impact of Tobacco Advertising

Home / Archives for Heated Tobacco

Heated Tobacco

IQOS Friendly Places – img44903

by

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 – img44904

by

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 – img44905

by

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 – img44931

by

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 – img44932

by

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 – img44933

by

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 – img44934

by

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 – img44935

by

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 – img44936

by

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 – img44937

by

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 – img44938

by

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 – img44939

by

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 – img44940

by

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 – img44941

by

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 – img44942

by

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 – img44943

by

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 – img44944

by

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 – img44945

by

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 – img44946

by

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 – img44947

by

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 – img44948

by

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 – img44949

by

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 – img44950

by

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 – img44951

by

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 – img44952

by

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 – img44953

by

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 – img44954

by

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 – img44955

by

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 – img44956

by

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 – img44957

by

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 – img44958

by

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 – img44959

by

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 – img44960

by

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 – img44961

by

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 – img44962

by

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 – img44963

by

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 – img44964

by

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 – img44965

by

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 – img44966

by

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 – img44967

by

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 – img44968

by

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

by

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 – img44970

by

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 – img44971

by

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 – img44972

by

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 – img44973

by

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 – img44974

by

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 – img44975

by

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 – img44976

by

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 – img44977

by

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 – img44978

by

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 – img44979

by

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 – img44980

by

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 – img44981

by

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.

Community Instagram – img40055

by

IQOS Friends (@iqos_friends) and IQOS Stories (@iqos.stories) are two Instagram accounts that exclusively post IQOS-related content. The @iqos_friends account has a large following with over 50,000 followers. The account is involved in an extensive online network in which IQOS users tag @iqos_friends in their photos, and the account tags them when it reposts their content. Many of its posts are content from users in the community, making the account a gallery featuring the lifestyles of IQOS users, influencers, and Brand Ambassadors around the world in addition to photos of IQOS events and devices. These photographs clearly promote IQOS as desirable and Instagrammable. If @iqos_friends is run by Philip Morris International, then the account is an effective method of advertising; if not, then @iqos_friends is an indication that IQOS-related media has taken on a life of its own, making its promotion even harder to regulate.

IQOS Stories is tagged in many European brand ambassadors and influencers Instagram posts. It also occasionally runs giveaways of IQOS products and event tickets. The account nails the IQOS aesthetic of luxury living, promoting the device as a necessary accessory for the highlife.

IQOSInstagram – img40289

by

Although there are eight country-specific PMI-run IQOS accounts on Instagram, the Japanese account (@iqos_jp) is the only one that is verified by Instagram as the official company presence. The account has the most followers and posts of the IQOS accounts (120 thousand followers and more than 500 posts) and is private, meaning that the account’s content is available only to approved followers. In order to get approved, users must be a verified IQOS user registered on the Japanese IQOS website. This process includes submitting an ID verifying Japanese residence and legal smoking age.

The account’s photos are colorful, stylish, and of professional quality, featuring IQOS devices, accessories, fashion, food and drinks, and locations where people can use IQOS. Some of the most common content in the posts includes product advertisements, event promotion, giveaways, collaborations with artists, and the opening of IQOS spots, or places such as restaurants and cafes where people can use IQOS.

The account occasionally reposts photos from community IQOS users who agree to provide their photos and confirm that they are of age.

Influencers/Celebrity – img40427

by

Ambassador/Influencers
IQOS Brand Ambassadors and Influencers refer to Instagram users associated with the company who post IQOS-related material. Broadly speaking, influencers are social media users with large followings whom companies pay to post about or with their products. Meanwhile, IQOS Brand Ambassadors, who are most prominent in Romania, are users who post frequently with the device as a “hobby” but claim to be unpaid. While PMI previously paid influencers to promote IQOS, often through third party agencies, the company declared that it suspended its influencer campaign in May 2019 after Chris Kirkham of Reuters exposed the use of influencers under the age of 25—a violation of PMI’s internal standard for the minimum age of their models.

In late April 2019, two weeks before the suspension of the influencer campaign, IQOS hosted its largest influencer event yet to celebrate the release of the IQOS 3 Nippon model in Japan. Over 100 influencers, whose respective audiences ranged from 80,000 to 400,000 followers, each received a gift of a limited edition IQOS device in the traditional Japanese colors of red and white and were invited to the special event. The influencers then proceeded to flood Instagram with photos of themselves and their new devices with a pre-scripted caption and the hashtag #iqosアンバサダー (Japanese for “ambassador”). Though the event has passed, the Nippon influencer campaign reflects PMI’s willingness to invest in social media platforms, which are youth targeted at core.

PMI’s large-scale influencer program appears to have stopped, but smaller-scale Brand Ambassadors carry on IQOS’ often youth-oriented social media presence. These social media promoters’ posts, which portray IQOS devices, gifts, events, and spaces, convey leisure and imply that IQOS is the key to being an attractive and high-status person. IQOS Brand Ambassadors claim to not be paid, but they note receiving benefits including gifts and entry to events—benefits that double as a form of payment and make the line between Brand Ambassadors and influencers blurry. It is unclear how people become Brand Ambassadors and whether or not they are PMI employees, but it seems that the company reaches out to social media users who post about IQOS and gives them the Brand Ambassador title. Others may begin as IQOS Coaches and later start posting on social media as Brand Ambassadors. Some details of the Brand Ambassador program are still unknown to company outsiders, but their pervasive presence on social media is undeniable.

Celebrities:
Philip Morris International is using the age-old strategy of using celebrities to drum up enthusiasm for its products. At the launch of its IQOS 3 device in Spain, it held a spectacular event at the Cibeles Palace in Madrid that was attended by a number of prominent celebrities including Monica Cruz, Paz Vega, Alberto Amman, Joaquin Reyes, Topacio Fresh and others. Jamiroquai front lined the event that was attended by more than 600 guests.

Studies have shown that celebrity endorsements adds value and significantly increases positive attitudes towards the brand. The effect is particularly strong among adolescents between the ages of 12 to 18 years. The proliferation of images of celebrities attending and using IQOS on social media platforms such as Instagram targets young people including non-tobacco users and exposes them to tobacco marketing that they otherwise would not have been exposed to.

IQOS Events – img40662

by

IQOS Club is one of many names given to PMI’s various user rewards programs. In these programs, IQOS users can refer friends to the product, earning money-back coupons for both the referrer and the referee. The apparent goal is to incentivize IQOS users to become extensions of the brand’s marketing team. As users earn points by referring more and more people, they receive higher tier status. In turn, this status earns them more perks, like exclusive gifts and party invitations, which are primarily distributed through these rewards programs. As peer-to-peer advertising is highly effective, this richly rewarded form of promotion could be a major way of recruiting more loyal IQOS users.

IQOS Ads&Products – img40727

by

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.

IQOS Website – img41983

by

IQOS has a number of country-specific official websites that are geo-fenced, i.e. they can be viewed only by a person within the country. This was overcome by using VPN to access each country’s website. Many IQOS websites require visitors to attest that they are of legal age to use tobacco products in the country. These age gates, including that of the new USA IQOS site (getiqos.com), are ineffective in that an underage individual can simply click through.

The various IQOS websites feature extensive sections that describe the health and social benefits of using IQOS such as being free of the strong smell of tobacco and being exposed to reduced carcinogens. The Colombia and Romania page features the IQOS promises campaign: a series of health claims and company practices IQOS pledges to uphold for its users. In return, users can make a promise to switch from cigarettes to IQOS or to get others to try IQOS.

On the website are details to IQOS’s trial program. The program, which is offered by most countries in which IQOS is available, allows users to purchase and try the product for a period of 1 to 3 weeks after which they can choose to keep or return the product.

The IQOS Japanese website features more colors and options for customization. Additionally, the Japanese page links to IQOSphere, a unique rewards club for Japanese users. Through the IQOSphere program, users are able to collect points (called “Qoins”) through purchasing, sharing, or referring IQOS in exchange for invitations to exclusive events, special perks and IQOS accessories or devices.

Smoke-FreeWorld – img42263

by

In September 2017, Philip Morris International (PMI) launched what it dubbed a “Foundation for a Smoke-Free World.” The company pledged to spend $1 billion over a 12 year period, $80 million per year, purportedly to support tobacco harm reduction by accelerating research into alternatives to cigarettes. While the company claims that the Foundation is free from PMI’s control, critics have been pointed out that the corporation maintains substantial control. incongruous slogans such as “A tobacco company that actually cares about health,” which headlined a full page Wall Street Journal advertisement in January 2019, are revealing. They also featured advertisements with the slogan: “Our New Year’s resolution – We’re trying to give up cigarettes.” It seems clear that PMI’s “unsmoke campaign” is not focused upon smoking cessation, but rather legitimizing and promoting alternative nicotine delivery system such as it IQOS product.
As PMI remains active in undermining policies intended to reduce cigarette use, many public health advocates believe that the company created the Foundation as a public relations measure to burnish its image while promoting its IQOS brand. While it should be obvious, it should be emphasized that if PMI was serious about achieving a “smoke free world,” it would halt its aggressive worldwide marketing of Marlboro and other leads cigarette brands.

IQOS Coaches – img42472

by

IQOS has a force of over 8500 sales representatives worldwide, generally referred to as ‘IQOS Coaches.’ These coaches are flexible workers, operating both on their own and in small teams with the company stated goal of converting smokers into IQOS users. Job descriptions and conversations with coaches indicate that they have relative freedom in how they do so, paid per conversion after reaching their quota. It’s assumed that they’ll reach out into their local networks and contact smokers. But well beyond that, coaches often hold IQOS-related events to promote both brand awareness and loyalty.

Hosted events are especially common where IQOS Coaches are hired through third-party marketing agencies, as is often the case. These outsourced coaches are ambitious, sometimes engaging in coordinated public advertising. For instance, the IQOS Coach Team #belikeme ordered IQOS-themed letterman jackets. A series of Instagram photos show them sporting this college apparel out in public places. Another example would be how BTL Carlo, a recruitment agency for IQOS Coaches, hires college-age students to drive expensive IQOS-branded cars around.

Oftentimes, coachestry to make sales during the day and then go and host events at night. Many take place in bars and discos and and often are structured as parties. In addition, coaches staff branded IQOS parties such as the IQOS Zone x Cosmopolitan Party in 2017 (where they could be seen in trendy, beach-themed outfits).

IQOS USA – img43060

by

In January 2018, United States Food and Drug Administration’s (FDA) advisory panel found that Philip Morris did not provide sufficient scientific evidence to demonstrate that it should be authorized to sell IQOS with modified risk or modified exposure claims. In April 2019, FDA authorized PM to sell IQOS in the U.S., but it has not yet authorized IQOS to be marketed as a modified risk tobacco product.

In its approval, the FDA described that it planned to place: “stringent marketing restrictions on the products in an effort to prevent youth access and exposure.”  The agency indicated that: “We’ll be keeping a close watch on the marketplace, including how the company is marketing these products, and will take action as necessary to ensure the continued sale of these products in the U.S. remains appropriate and make certain that the company complies with the agency’s marketing restrictions to prevent youth access and exposure.”

IQOS is expected to launch in Atlanta in September 2019 with a new retail store announced at Lenox Square in Buckhead.  In addition, the company announced that it plans to offer IQOS in 500 Atlanta area retail stores including Circle K, Murphy USA, QuikTrip, RaceTrac, Speedway, and other retailers. An USA marketing site has been established at getiqos.com.  SRITA identified the first US IQOS advertisement in the September issue of Wired Magazine which was released in mid-August 2019.  We will continue to collect and post USA IQOS marketing as it evolves.

Community Instagram – img40056

by

IQOS Friends (@iqos_friends) and IQOS Stories (@iqos.stories) are two Instagram accounts that exclusively post IQOS-related content. The @iqos_friends account has a large following with over 50,000 followers. The account is involved in an extensive online network in which IQOS users tag @iqos_friends in their photos, and the account tags them when it reposts their content. Many of its posts are content from users in the community, making the account a gallery featuring the lifestyles of IQOS users, influencers, and Brand Ambassadors around the world in addition to photos of IQOS events and devices. These photographs clearly promote IQOS as desirable and Instagrammable. If @iqos_friends is run by Philip Morris International, then the account is an effective method of advertising; if not, then @iqos_friends is an indication that IQOS-related media has taken on a life of its own, making its promotion even harder to regulate.

IQOS Stories is tagged in many European brand ambassadors and influencers Instagram posts. It also occasionally runs giveaways of IQOS products and event tickets. The account nails the IQOS aesthetic of luxury living, promoting the device as a necessary accessory for the highlife.

IQOSInstagram – img40290

by

Although there are eight country-specific PMI-run IQOS accounts on Instagram, the Japanese account (@iqos_jp) is the only one that is verified by Instagram as the official company presence. The account has the most followers and posts of the IQOS accounts (120 thousand followers and more than 500 posts) and is private, meaning that the account’s content is available only to approved followers. In order to get approved, users must be a verified IQOS user registered on the Japanese IQOS website. This process includes submitting an ID verifying Japanese residence and legal smoking age.

The account’s photos are colorful, stylish, and of professional quality, featuring IQOS devices, accessories, fashion, food and drinks, and locations where people can use IQOS. Some of the most common content in the posts includes product advertisements, event promotion, giveaways, collaborations with artists, and the opening of IQOS spots, or places such as restaurants and cafes where people can use IQOS.

The account occasionally reposts photos from community IQOS users who agree to provide their photos and confirm that they are of age.

Influencers/Celebrity – img40428

by

Ambassador/Influencers
IQOS Brand Ambassadors and Influencers refer to Instagram users associated with the company who post IQOS-related material. Broadly speaking, influencers are social media users with large followings whom companies pay to post about or with their products. Meanwhile, IQOS Brand Ambassadors, who are most prominent in Romania, are users who post frequently with the device as a “hobby” but claim to be unpaid. While PMI previously paid influencers to promote IQOS, often through third party agencies, the company declared that it suspended its influencer campaign in May 2019 after Chris Kirkham of Reuters exposed the use of influencers under the age of 25—a violation of PMI’s internal standard for the minimum age of their models.

In late April 2019, two weeks before the suspension of the influencer campaign, IQOS hosted its largest influencer event yet to celebrate the release of the IQOS 3 Nippon model in Japan. Over 100 influencers, whose respective audiences ranged from 80,000 to 400,000 followers, each received a gift of a limited edition IQOS device in the traditional Japanese colors of red and white and were invited to the special event. The influencers then proceeded to flood Instagram with photos of themselves and their new devices with a pre-scripted caption and the hashtag #iqosアンバサダー (Japanese for “ambassador”). Though the event has passed, the Nippon influencer campaign reflects PMI’s willingness to invest in social media platforms, which are youth targeted at core.

PMI’s large-scale influencer program appears to have stopped, but smaller-scale Brand Ambassadors carry on IQOS’ often youth-oriented social media presence. These social media promoters’ posts, which portray IQOS devices, gifts, events, and spaces, convey leisure and imply that IQOS is the key to being an attractive and high-status person. IQOS Brand Ambassadors claim to not be paid, but they note receiving benefits including gifts and entry to events—benefits that double as a form of payment and make the line between Brand Ambassadors and influencers blurry. It is unclear how people become Brand Ambassadors and whether or not they are PMI employees, but it seems that the company reaches out to social media users who post about IQOS and gives them the Brand Ambassador title. Others may begin as IQOS Coaches and later start posting on social media as Brand Ambassadors. Some details of the Brand Ambassador program are still unknown to company outsiders, but their pervasive presence on social media is undeniable.

Celebrities:
Philip Morris International is using the age-old strategy of using celebrities to drum up enthusiasm for its products. At the launch of its IQOS 3 device in Spain, it held a spectacular event at the Cibeles Palace in Madrid that was attended by a number of prominent celebrities including Monica Cruz, Paz Vega, Alberto Amman, Joaquin Reyes, Topacio Fresh and others. Jamiroquai front lined the event that was attended by more than 600 guests.

Studies have shown that celebrity endorsements adds value and significantly increases positive attitudes towards the brand. The effect is particularly strong among adolescents between the ages of 12 to 18 years. The proliferation of images of celebrities attending and using IQOS on social media platforms such as Instagram targets young people including non-tobacco users and exposes them to tobacco marketing that they otherwise would not have been exposed to.

IQOS Events – img40663

by

IQOS Club is one of many names given to PMI’s various user rewards programs. In these programs, IQOS users can refer friends to the product, earning money-back coupons for both the referrer and the referee. The apparent goal is to incentivize IQOS users to become extensions of the brand’s marketing team. As users earn points by referring more and more people, they receive higher tier status. In turn, this status earns them more perks, like exclusive gifts and party invitations, which are primarily distributed through these rewards programs. As peer-to-peer advertising is highly effective, this richly rewarded form of promotion could be a major way of recruiting more loyal IQOS users.

IQOS Ads&Products – img40728

by

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.

IQOS Events – img41109

by

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.

IQOS Website – img41984

by

IQOS has a number of country-specific official websites that are geo-fenced, i.e. they can be viewed only by a person within the country. This was overcome by using VPN to access each country’s website. Many IQOS websites require visitors to attest that they are of legal age to use tobacco products in the country. These age gates, including that of the new USA IQOS site (getiqos.com), are ineffective in that an underage individual can simply click through.

The various IQOS websites feature extensive sections that describe the health and social benefits of using IQOS such as being free of the strong smell of tobacco and being exposed to reduced carcinogens. The Colombia and Romania page features the IQOS promises campaign: a series of health claims and company practices IQOS pledges to uphold for its users. In return, users can make a promise to switch from cigarettes to IQOS or to get others to try IQOS.

On the website are details to IQOS’s trial program. The program, which is offered by most countries in which IQOS is available, allows users to purchase and try the product for a period of 1 to 3 weeks after which they can choose to keep or return the product.

The IQOS Japanese website features more colors and options for customization. Additionally, the Japanese page links to IQOSphere, a unique rewards club for Japanese users. Through the IQOSphere program, users are able to collect points (called “Qoins”) through purchasing, sharing, or referring IQOS in exchange for invitations to exclusive events, special perks and IQOS accessories or devices.

Smoke-FreeWorld – img42264

by

In September 2017, Philip Morris International (PMI) launched what it dubbed a “Foundation for a Smoke-Free World.” The company pledged to spend $1 billion over a 12 year period, $80 million per year, purportedly to support tobacco harm reduction by accelerating research into alternatives to cigarettes. While the company claims that the Foundation is free from PMI’s control, critics have been pointed out that the corporation maintains substantial control. incongruous slogans such as “A tobacco company that actually cares about health,” which headlined a full page Wall Street Journal advertisement in January 2019, are revealing. They also featured advertisements with the slogan: “Our New Year’s resolution – We’re trying to give up cigarettes.” It seems clear that PMI’s “unsmoke campaign” is not focused upon smoking cessation, but rather legitimizing and promoting alternative nicotine delivery system such as it IQOS product.
As PMI remains active in undermining policies intended to reduce cigarette use, many public health advocates believe that the company created the Foundation as a public relations measure to burnish its image while promoting its IQOS brand. While it should be obvious, it should be emphasized that if PMI was serious about achieving a “smoke free world,” it would halt its aggressive worldwide marketing of Marlboro and other leads cigarette brands.

IQOS Coaches – img42473

by

IQOS has a force of over 8500 sales representatives worldwide, generally referred to as ‘IQOS Coaches.’ These coaches are flexible workers, operating both on their own and in small teams with the company stated goal of converting smokers into IQOS users. Job descriptions and conversations with coaches indicate that they have relative freedom in how they do so, paid per conversion after reaching their quota. It’s assumed that they’ll reach out into their local networks and contact smokers. But well beyond that, coaches often hold IQOS-related events to promote both brand awareness and loyalty.

Hosted events are especially common where IQOS Coaches are hired through third-party marketing agencies, as is often the case. These outsourced coaches are ambitious, sometimes engaging in coordinated public advertising. For instance, the IQOS Coach Team #belikeme ordered IQOS-themed letterman jackets. A series of Instagram photos show them sporting this college apparel out in public places. Another example would be how BTL Carlo, a recruitment agency for IQOS Coaches, hires college-age students to drive expensive IQOS-branded cars around.

Oftentimes, coachestry to make sales during the day and then go and host events at night. Many take place in bars and discos and and often are structured as parties. In addition, coaches staff branded IQOS parties such as the IQOS Zone x Cosmopolitan Party in 2017 (where they could be seen in trendy, beach-themed outfits).

IQOS USA – img43064

by

In January 2018, United States Food and Drug Administration’s (FDA) advisory panel found that Philip Morris did not provide sufficient scientific evidence to demonstrate that it should be authorized to sell IQOS with modified risk or modified exposure claims. In April 2019, FDA authorized PM to sell IQOS in the U.S., but it has not yet authorized IQOS to be marketed as a modified risk tobacco product.

In its approval, the FDA described that it planned to place: “stringent marketing restrictions on the products in an effort to prevent youth access and exposure.”  The agency indicated that: “We’ll be keeping a close watch on the marketplace, including how the company is marketing these products, and will take action as necessary to ensure the continued sale of these products in the U.S. remains appropriate and make certain that the company complies with the agency’s marketing restrictions to prevent youth access and exposure.”

IQOS is expected to launch in Atlanta in September 2019 with a new retail store announced at Lenox Square in Buckhead.  In addition, the company announced that it plans to offer IQOS in 500 Atlanta area retail stores including Circle K, Murphy USA, QuikTrip, RaceTrac, Speedway, and other retailers. An USA marketing site has been established at getiqos.com.  SRITA identified the first US IQOS advertisement in the September issue of Wired Magazine which was released in mid-August 2019.  We will continue to collect and post USA IQOS marketing as it evolves.

IQOS Email – img45225

by

The use of direct email marketing to consumers has been a long-standing marketing tool used by tobacco companies to engage with consumers and track and monitor consumer’s product choices. IQOS, a globally available heated tobacco product, actively engages with consumers with their frequent email promotions. Many of the emails are focused on financial incentives that encourage use of the product. These includes promotions of IQOS’ free trial of the heated tobacco product, a monthly payment scheme for the product, and sales and discount coupons that lower the price of the device. Loyalty to the product is also promoted through emails that give IQOS email subscribers free “Qoins,” which is IQOS digital currency that can be used towards the purchase of IQOS products.

To encourage use of the product, emails also advertise limited edition devices that are created by collaborating with successful artists. An example includes the couple of emails with celebrity Japanese pastry chef Sadharu Aoki.

Flavors are often a focus of these emails with an emphasis on promotions of flavored Marlboro heated tobacco sticks. For example, an IQOS US email, shows the image of the IQOS device alongside two “Marlboro”branded IQOS heatsticks with the slogan “Made by Marlboro. Made with Flavor.” Marlboro is the leading cigarette brand globally.

Community Instagram – img40057

by

IQOS Friends (@iqos_friends) and IQOS Stories (@iqos.stories) are two Instagram accounts that exclusively post IQOS-related content. The @iqos_friends account has a large following with over 50,000 followers. The account is involved in an extensive online network in which IQOS users tag @iqos_friends in their photos, and the account tags them when it reposts their content. Many of its posts are content from users in the community, making the account a gallery featuring the lifestyles of IQOS users, influencers, and Brand Ambassadors around the world in addition to photos of IQOS events and devices. These photographs clearly promote IQOS as desirable and Instagrammable. If @iqos_friends is run by Philip Morris International, then the account is an effective method of advertising; if not, then @iqos_friends is an indication that IQOS-related media has taken on a life of its own, making its promotion even harder to regulate.

IQOS Stories is tagged in many European brand ambassadors and influencers Instagram posts. It also occasionally runs giveaways of IQOS products and event tickets. The account nails the IQOS aesthetic of luxury living, promoting the device as a necessary accessory for the highlife.

IQOSInstagram – img40291

by

Although there are eight country-specific PMI-run IQOS accounts on Instagram, the Japanese account (@iqos_jp) is the only one that is verified by Instagram as the official company presence. The account has the most followers and posts of the IQOS accounts (120 thousand followers and more than 500 posts) and is private, meaning that the account’s content is available only to approved followers. In order to get approved, users must be a verified IQOS user registered on the Japanese IQOS website. This process includes submitting an ID verifying Japanese residence and legal smoking age.

The account’s photos are colorful, stylish, and of professional quality, featuring IQOS devices, accessories, fashion, food and drinks, and locations where people can use IQOS. Some of the most common content in the posts includes product advertisements, event promotion, giveaways, collaborations with artists, and the opening of IQOS spots, or places such as restaurants and cafes where people can use IQOS.

The account occasionally reposts photos from community IQOS users who agree to provide their photos and confirm that they are of age.

Influencers/Celebrity – img40429

by

Ambassador/Influencers
IQOS Brand Ambassadors and Influencers refer to Instagram users associated with the company who post IQOS-related material. Broadly speaking, influencers are social media users with large followings whom companies pay to post about or with their products. Meanwhile, IQOS Brand Ambassadors, who are most prominent in Romania, are users who post frequently with the device as a “hobby” but claim to be unpaid. While PMI previously paid influencers to promote IQOS, often through third party agencies, the company declared that it suspended its influencer campaign in May 2019 after Chris Kirkham of Reuters exposed the use of influencers under the age of 25—a violation of PMI’s internal standard for the minimum age of their models.

In late April 2019, two weeks before the suspension of the influencer campaign, IQOS hosted its largest influencer event yet to celebrate the release of the IQOS 3 Nippon model in Japan. Over 100 influencers, whose respective audiences ranged from 80,000 to 400,000 followers, each received a gift of a limited edition IQOS device in the traditional Japanese colors of red and white and were invited to the special event. The influencers then proceeded to flood Instagram with photos of themselves and their new devices with a pre-scripted caption and the hashtag #iqosアンバサダー (Japanese for “ambassador”). Though the event has passed, the Nippon influencer campaign reflects PMI’s willingness to invest in social media platforms, which are youth targeted at core.

PMI’s large-scale influencer program appears to have stopped, but smaller-scale Brand Ambassadors carry on IQOS’ often youth-oriented social media presence. These social media promoters’ posts, which portray IQOS devices, gifts, events, and spaces, convey leisure and imply that IQOS is the key to being an attractive and high-status person. IQOS Brand Ambassadors claim to not be paid, but they note receiving benefits including gifts and entry to events—benefits that double as a form of payment and make the line between Brand Ambassadors and influencers blurry. It is unclear how people become Brand Ambassadors and whether or not they are PMI employees, but it seems that the company reaches out to social media users who post about IQOS and gives them the Brand Ambassador title. Others may begin as IQOS Coaches and later start posting on social media as Brand Ambassadors. Some details of the Brand Ambassador program are still unknown to company outsiders, but their pervasive presence on social media is undeniable.

Celebrities:
Philip Morris International is using the age-old strategy of using celebrities to drum up enthusiasm for its products. At the launch of its IQOS 3 device in Spain, it held a spectacular event at the Cibeles Palace in Madrid that was attended by a number of prominent celebrities including Monica Cruz, Paz Vega, Alberto Amman, Joaquin Reyes, Topacio Fresh and others. Jamiroquai front lined the event that was attended by more than 600 guests.

Studies have shown that celebrity endorsements adds value and significantly increases positive attitudes towards the brand. The effect is particularly strong among adolescents between the ages of 12 to 18 years. The proliferation of images of celebrities attending and using IQOS on social media platforms such as Instagram targets young people including non-tobacco users and exposes them to tobacco marketing that they otherwise would not have been exposed to.

IQOS Events – img40664

by

IQOS Club is one of many names given to PMI’s various user rewards programs. In these programs, IQOS users can refer friends to the product, earning money-back coupons for both the referrer and the referee. The apparent goal is to incentivize IQOS users to become extensions of the brand’s marketing team. As users earn points by referring more and more people, they receive higher tier status. In turn, this status earns them more perks, like exclusive gifts and party invitations, which are primarily distributed through these rewards programs. As peer-to-peer advertising is highly effective, this richly rewarded form of promotion could be a major way of recruiting more loyal IQOS users.

IQOS Ads&Products – img40729

by

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.

IQOS Events – img41110

by

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.

IQOS Website – img41985

by

IQOS has a number of country-specific official websites that are geo-fenced, i.e. they can be viewed only by a person within the country. This was overcome by using VPN to access each country’s website. Many IQOS websites require visitors to attest that they are of legal age to use tobacco products in the country. These age gates, including that of the new USA IQOS site (getiqos.com), are ineffective in that an underage individual can simply click through.

The various IQOS websites feature extensive sections that describe the health and social benefits of using IQOS such as being free of the strong smell of tobacco and being exposed to reduced carcinogens. The Colombia and Romania page features the IQOS promises campaign: a series of health claims and company practices IQOS pledges to uphold for its users. In return, users can make a promise to switch from cigarettes to IQOS or to get others to try IQOS.

On the website are details to IQOS’s trial program. The program, which is offered by most countries in which IQOS is available, allows users to purchase and try the product for a period of 1 to 3 weeks after which they can choose to keep or return the product.

The IQOS Japanese website features more colors and options for customization. Additionally, the Japanese page links to IQOSphere, a unique rewards club for Japanese users. Through the IQOSphere program, users are able to collect points (called “Qoins”) through purchasing, sharing, or referring IQOS in exchange for invitations to exclusive events, special perks and IQOS accessories or devices.

Smoke-FreeWorld – img42265

by

In September 2017, Philip Morris International (PMI) launched what it dubbed a “Foundation for a Smoke-Free World.” The company pledged to spend $1 billion over a 12 year period, $80 million per year, purportedly to support tobacco harm reduction by accelerating research into alternatives to cigarettes. While the company claims that the Foundation is free from PMI’s control, critics have been pointed out that the corporation maintains substantial control. incongruous slogans such as “A tobacco company that actually cares about health,” which headlined a full page Wall Street Journal advertisement in January 2019, are revealing. They also featured advertisements with the slogan: “Our New Year’s resolution – We’re trying to give up cigarettes.” It seems clear that PMI’s “unsmoke campaign” is not focused upon smoking cessation, but rather legitimizing and promoting alternative nicotine delivery system such as it IQOS product.
As PMI remains active in undermining policies intended to reduce cigarette use, many public health advocates believe that the company created the Foundation as a public relations measure to burnish its image while promoting its IQOS brand. While it should be obvious, it should be emphasized that if PMI was serious about achieving a “smoke free world,” it would halt its aggressive worldwide marketing of Marlboro and other leads cigarette brands.

IQOS Coaches – img42474

by

IQOS has a force of over 8500 sales representatives worldwide, generally referred to as ‘IQOS Coaches.’ These coaches are flexible workers, operating both on their own and in small teams with the company stated goal of converting smokers into IQOS users. Job descriptions and conversations with coaches indicate that they have relative freedom in how they do so, paid per conversion after reaching their quota. It’s assumed that they’ll reach out into their local networks and contact smokers. But well beyond that, coaches often hold IQOS-related events to promote both brand awareness and loyalty.

Hosted events are especially common where IQOS Coaches are hired through third-party marketing agencies, as is often the case. These outsourced coaches are ambitious, sometimes engaging in coordinated public advertising. For instance, the IQOS Coach Team #belikeme ordered IQOS-themed letterman jackets. A series of Instagram photos show them sporting this college apparel out in public places. Another example would be how BTL Carlo, a recruitment agency for IQOS Coaches, hires college-age students to drive expensive IQOS-branded cars around.

Oftentimes, coachestry to make sales during the day and then go and host events at night. Many take place in bars and discos and and often are structured as parties. In addition, coaches staff branded IQOS parties such as the IQOS Zone x Cosmopolitan Party in 2017 (where they could be seen in trendy, beach-themed outfits).

IQOS USA – img43065

by

In January 2018, United States Food and Drug Administration’s (FDA) advisory panel found that Philip Morris did not provide sufficient scientific evidence to demonstrate that it should be authorized to sell IQOS with modified risk or modified exposure claims. In April 2019, FDA authorized PM to sell IQOS in the U.S., but it has not yet authorized IQOS to be marketed as a modified risk tobacco product.

In its approval, the FDA described that it planned to place: “stringent marketing restrictions on the products in an effort to prevent youth access and exposure.”  The agency indicated that: “We’ll be keeping a close watch on the marketplace, including how the company is marketing these products, and will take action as necessary to ensure the continued sale of these products in the U.S. remains appropriate and make certain that the company complies with the agency’s marketing restrictions to prevent youth access and exposure.”

IQOS is expected to launch in Atlanta in September 2019 with a new retail store announced at Lenox Square in Buckhead.  In addition, the company announced that it plans to offer IQOS in 500 Atlanta area retail stores including Circle K, Murphy USA, QuikTrip, RaceTrac, Speedway, and other retailers. An USA marketing site has been established at getiqos.com.  SRITA identified the first US IQOS advertisement in the September issue of Wired Magazine which was released in mid-August 2019.  We will continue to collect and post USA IQOS marketing as it evolves.

IQOS Email – img45226

by

The use of direct email marketing to consumers has been a long-standing marketing tool used by tobacco companies to engage with consumers and track and monitor consumer’s product choices. IQOS, a globally available heated tobacco product, actively engages with consumers with their frequent email promotions. Many of the emails are focused on financial incentives that encourage use of the product. These includes promotions of IQOS’ free trial of the heated tobacco product, a monthly payment scheme for the product, and sales and discount coupons that lower the price of the device. Loyalty to the product is also promoted through emails that give IQOS email subscribers free “Qoins,” which is IQOS digital currency that can be used towards the purchase of IQOS products.

To encourage use of the product, emails also advertise limited edition devices that are created by collaborating with successful artists. An example includes the couple of emails with celebrity Japanese pastry chef Sadharu Aoki.

Flavors are often a focus of these emails with an emphasis on promotions of flavored Marlboro heated tobacco sticks. For example, an IQOS US email, shows the image of the IQOS device alongside two “Marlboro”branded IQOS heatsticks with the slogan “Made by Marlboro. Made with Flavor.” Marlboro is the leading cigarette brand globally.