Philip Morris International (PMI) has developed and produced several heated tobacco products (HTPs) under its IQOS brand. Also known as tobacco heating systems, and heat-not-burn products, PMI’s HTPs were first launched in Japan in 2016, and are currently available in 69 markets worldwide. PMI estimates that 12.7 million* adult smokers have already switched to its IQOS HTPs and stopped smoking.
PMI’s HTPs heat the tobacco just enough to release a nicotine-containing tobacco vapor, but without burning the tobacco.
My role as lead digital designer working on the IQOS brand has entailed designing microsites, paid ads, social media campaigns, email campaigns and marketing concepts.