Inside a brand campaign that leans into curiosity to drive a smoke-free switch
When IQOS launched in the Philippines during the height of the pandemic, the idea of shifting smokers to a smoke-free product felt both urgent and ambitious. There were no stores, no in-person demos, and very little room for trial and error. But for PMFTC president Gijs de Best, the urgency of offering better alternatives outweighed the limitations.
“There were plans to open stores, and then COVID-19 hit,” he told me in a one-on-one conversation. “We had to find a way to proceed, because what we’re offering is something better for adult smokers. So we went digital.”
It wasn’t a smooth start. Logistics during lockdown were unpredictable, and public understanding of heated tobacco was limited. Still, there were early adopters—many influenced by what was already happening in Japan, where the category had gained traction.
Over time, IQOS found its footing. But awareness wasn’t enough. “We realized that there was very little understanding about the product and its category, including what the brand stands for,” de Best added. That gap in awareness has shaped much of the company’s focus in the last two years.
Now, as IQOS marks its 10th year globally, the brand is stepping into a new phase—one built on curiosity.
PMFTC recently unveiled “Forever Curious,” a bold new campaign that reimagines the brand’s identity and commitment to replacing cigarettes with science-backed smoke-free alternatives. It’s a global reset of sorts, but with a clear message: the journey doesn’t end with awareness—it deepens with understanding.
“‘Forever Curious’ captures our core belief that curiosity inspires progress by challenging the status quo,” de Best explained. “It’s how we continue to develop better alternatives for legal-age nicotine users.”
The campaign comes at a time when nearly half (42 percent) of Philip Morris International’s total net revenues now come from its smoke-free business. For the Philippines, that means even greater investment in guiding adult smokers away from cigarettes through innovation and informed choice.
And the message isn’t abstract. “Forever Curious” is being rolled out through immersive events dubbed “Curious X,” held in key cities from June to August, leading up to a global showcase in Milan. These aren’t your usual tech demos. Think art installations, music, and sensorial experiences that highlight the world IQOS is building—one powered by design, science, and, yes, curiosity.
For IQOS, curiosity isn’t just a branding hook—rather, it’s a long-term stance that aims to encourage people to make informed choices. It’s why they’ve reimagined their visual identity. It’s why they’re hosting experiential gatherings. And it’s why they continue to speak directly to adult smokers who haven’t yet found a better alternative.
A decade in, IQOS is still asking questions and still remains curious. And for the smoke-free movement, that might just be the point.
