High times at Happō-en as IQOS changes everything “Here was PMI CEO André Calantzopoulos cast in an almost messianic role, treating an audience of influencers, journalists, business partners and company executives to a catwalk-style reveal of the new IQOS product lines. Versace, Dior, Chanel, Apple, eat your hearts out.” “I would not be surprised to see stand-alone boutiques… in top hubs such as Heathrow or Dubai International. And I can easily imagine an IQOS boutique/showroom in a T Galleria by DFS.” |
Philip Morris International (PMI) last night celebrated the launch of its ‘next generation’ IQOS products in extraordinary fashion during a spectacular event at Tokyo’s renowned Happō-en.
As reported, PMI had unveiled the IQOS 3 and IQOS 3 Multi smoke-free tobacco products at a media conference in the city earlier in the day.
Addressing a huge crowd of influencers, journalists, business partners and company executives in a catwalk-style reveal of the new lines, PMI Chief Executive Officer André Calantzopoulos said: “Across the world, there are almost 6 million smokers that have already quit cigarettes and fully switched to IQOS – and more than half of them are in Japan [IQOS was launched in Nagoya in 2014 –Ed].
“So it’s only right, I think, that we have come back to Japan to kick off our global launch and announce the introduction of the best IQOS yet.”
Calantzopoulos reiterated the “five promises” that he said have stood at the heart of the IQOS project since its inception.
- “A balanced and more harmonious life, a better life for all the people that smoke”. He commented: “IQOS is not risk free but all the science shows that it presents less risk of harm than continued smoking. And definitely it does not impact the environment. IQOS is definitely a much better alternative to cigarettes for everyone, for us and the people around us.”
- “To always deliver the best taste and satisfaction while reducing harm.” Calantzopoulos said, “While IQOS will never taste exactly like a cigarette – because much of the taste of a cigarette comes from the harmful chemicals that are caused by burning – but for sure it offers the best balance between maintaining taste and satisfaction very close to cigarettes, while reducing the risk compared to burning them.”
- “IQOS will always be the most desirable, sophisticated, intuitive and fashionable heated tobacco product.” He added, “You know, after all, we carry IQOS with us all day, every day and we see it and it’s part of how people see us. So, it has to be beautiful.”
- “A commitment to science.” Calantzopoulos said, “What we tell you about IQOS will always be backed by the most advanced and rigorous scientific substantiation and an assurance that you can believe and trust what we say. This scientific evidence will always be transparent and available for anyone to check and verify.”
- “IQOS will continue to improve.” He told guests, “There are few products that revolutionise their sector, that change very many important things for consumers, and I believe IQOS is one. Like any pioneering product, IQOS has certainly not been perfect… but I assure you that all of your feedback has been considered with the improvements that have been built into the new versions of IQOS that you are going to see.”
Calantzopoulos then showed the new lines on stage, describing them as “two major revolutions”. Besides the design changes, the recharge on IQOS 3 is 15% faster and the battery life is doubled. The IQOS Multi 3 allows 60 minutes or at least ten consecutive uses without recharging.
Both, he said, would be available in four colours but with 576 customisable options. “These I think will allow any one of us to better match our IQOS with our mood of the moment, what we wear, where we are, you name it.”
PMI is also “vastly” expanding the IQOS line-up with a range of “very beautiful” accessories, Calantzopoulos said.
IQOS offers the “vision of a smoke-free Japan, of a smoke-free world, a world with a better and more harmonious life for everyone, smokers and non-smokers, that can be achieved more quickly”, he concluded.
[Note: The Moodie Davitt Report was the sole travel retail media present at this week’s launch. We will bring you an extensive follow-up report soon as part of our comprehensive tracking of the evolution of reduced-risk tobacco products in travel retail, a development of profound importance for the channel in our view].
