IQOS are an alternative to cigarettes and vaping that offer the same satisfaction, but which are less harmful.
Unlike cigarettes, IQOS doesn’t produce tar as they heat tobacco instead of burning it. They are also a more cost-effective choice, being up to 50% more affordable than cigarettes.
Since launching in the UK, they have struggled to find a consistent positioning within their market, resulting in opposing messaging across their various channels.
I worked with them to help align and clairfy their creative across all potential touchpoints, offering a clear communication and enhancing the consistency and strength of the brand.
CLIENT: PMI AGENCY: Brave
SCOPE: Art direction, digital design, POS, retail activation