Philip Morris International (PMI) has exclusively revealed to The Moodie Davitt Report the communications point of sale materials being used inside Japanese airport duty free stores to promote its new smoke-free device IQOS ILUMA PRIME.
PMI has updated and refreshed all POS materials relating to IQOS ILUMA including visual merchandising, paid digital media, content and artwork for duty free ecommerce collaborations, with some elements unique to the airport environment.
As reported, the IQOS ILUMA PRIME made its first ever appearance on the shelves of airport duty free stores in Japan earlier this week. It follows the initial market launch of IQOS ILUMA and IQOS ILUMA PRIME in the Japanese domestic market on 17 August.
The IQOS ILUMA PRIME is already on sale at Japanese airports including Narita International, Haneda, Kansai International and Fukuoka.
The retailers stocking the product across these airports are KAA (Kansai Airport Agency), JATCo and sister company TIAT Duty Free Shop, JAL-DFS, ADF (operator of ANA Duty Free stores) and Fa-So-La (NAA Retailing).
From 1 October, IQOS ILUMA PRIME will also be sold in retail at Chubu Centrair International Airport.
PMI has also commenced an ecommerce campaign to sell the IQOS ILUMA PRIME with ANA Duty Free. It includes branded pages on the ANA Duty Free site, full product listings and a CRM activation.
PMI has billed the IQOS ILUMA PRIME as the latest and most innovative addition to its growing portfolio of smoke-free products for adults who would otherwise continue to smoke or use nicotine products.
The new IQOS ILUMA is the brand’s first tobacco-heating system to introduce induction-heating technology, which requires no blade and no cleaning.
As of 30 June 2021, PMI’s smoke-free products are available in 67 markets. The company has stated its aim to be present in 100 markets with its smoke-free products by 2025.
PMI’s ambition is that by 2025 at least 40 million PMI cigarette smokers who would otherwise continue to smoke will have switched to smoke-free products.
Furthermore, the company’s ambition is that more than half of its net revenues will come from smoke-free products by 2025.
