IQOS is bringing a new energy to its smoke-free portfolio with the launch of the IQOS ILUMA i Electric Purple and the introduction of its global “Electric Dreams” campaign.
Inspired by curiosity and discovery, the new Electric Purple colorway adds a bold and modern look to the IQOS ILUMA i lineup. More than a design update, the launch highlights the brand’s growing focus on experiences, connection, and exploration for adult smokers and IQOS users.
Cris Tiria – Head of SFP Marketing & Digital
Vickna Tharmalingam – Director of Smoke-Free Products
Ferdi Echiverri – Director of Communications
Cai Portugal – Head of Consumer Programs
Henry Yap – IQOS Brand Manager
“At IQOS, we believe that being forever curious is the inner powerhouse that fuels us to push the boundaries of continuous innovation to accelerate the end of cigarettes. It makes us who we are”, said Zhenya Ivanov, President of PMFTC Inc., the Philippine affiliate of Philip Morris International (PMI).
The launch also introduced “Electric Dreams,” a series of specially crafted experiences set in different parts of the world. From a unique experience between the city and the ocean in Portugal, to hearing a cave sing in Slovenia, to the serene stillness of a symphony in South Korea, the campaign aims to transform curiosity into memorable experiences.
“It is this mindset that defines the brand, that has continuously changed the name of the game for its over 35 million users worldwide – whether through groundbreaking product innovation or best-in-class consumer experience,” Ivanov added.
According to IQOS, Electric Dreams is designed to encourage adult smokers and IQOS users to explore new adventures and experiences while becoming more aware of better alternatives to cigarettes.
“With the IQOS ILUMA i Electric Dreams initiative, we encourage adult nicotine consumers to embrace an electric way of dreaming. IQOS Electric Dreams welcomes adult smokers to explore the electric dimension of curiosity, guiding them toward new adventures, stronger connections and ultimately making them aware of better alternatives to cigarettes such as IQOS,” Ivanov further shared.
Meanwhile, “Today’s launch of the Electric Purple IQOS ILUMA i and the Electric Dreams campaign is a signal – a signal of how seriously we take our consumers in the Philippines,” said Vicknatheeban Tharmalingam, Director of Smoke-Free Products of PMFTC.
“The growth (of IQOS) is not accidental. It is a result of our sustained investment in our science, in our product, in our stores, in our people, and most importantly the trust that we have built through our consumers,” he added.
The Electric Purple IQOS ILUMA i One became available starting May 16 through IQOS stores, IQOS.com, Lighters Galore, and select 7-Eleven branches nationwide. The IQOS ILUMA i and ILUMA i Prime variants in Electric Purple are expected to arrive soon.
IQOS is intended for adult smokers and users of nicotine products only. For more information, visit IQOS Philippines.
