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Stanford Research into the Impact of Tobacco Advertising

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IQOS Email – img45263

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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.

IQOS USA – img45300

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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 – img40095

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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 – img40329

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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 – img40467

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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 Ads&Products – img40767

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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 – img41148

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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 – img42023

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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 – img42303

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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 – img42512

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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 Email – img45264

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.

IQOS USA – img45301

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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 – img40096

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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 – img40330

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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 – img40468

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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 Ads&Products – img40768

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 – img41149

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 – img42024

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 – img42304

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 – img42513

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 Email – img45265

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.

IQOS USA – img45302

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 – img40097

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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 – img40331

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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 – img40469

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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 Ads&Products – img40769

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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 – img41150

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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 – img42025

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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 – img42305

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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 – img42514

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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 Email – img45266

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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.

IQOS USA – img45303

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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 – img40098

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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 – img40332

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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 – img40470

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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 Ads&Products – img40770

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 – img41151

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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 – img42026

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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 – img42306

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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 – img42515

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 Email – img45267

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.

IQOS USA – img45304

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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 – img40099

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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 – img40333

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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 – img40471

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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 Ads&Products – img40771

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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 – img41152

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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 – img42027

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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 – img42307

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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 – img42516

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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 Email – img45268

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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.

IQOS USA – img45305

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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 – img40100

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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 – img40334

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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 – img40472

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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 Ads&Products – img40772

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 – img41153

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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 – img42028

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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 – img42308

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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 – img42517

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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 Email – img45269

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.

IQOS USA – img45306

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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 – img40101

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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 – img40335

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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 – img40473

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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 Ads&Products – img40773

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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 – img41154

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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 – img42029

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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 – img42309

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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 – img42518

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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 Email – img45270

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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.

IQOS USA – img45307

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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 – img40102

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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 – img40336

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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 – img40474

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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 Ads&Products – img40774

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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 – img41155

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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 – img42030

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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 – img42310

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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 – img42519

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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 Email – img45271

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.

IQOS USA – img45308

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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 – img40103

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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.