Philip Morris International (PMI) Duty Free is returning to the 2024 TFWA World Exhibition in Cannes in October as an exhibitor after an eight-year hiatus (Yacht Synthesis 66, Harbour Village). Its mission is to highlight its expanding smoke-free product range in travel retail.
For many years now PMI has been driving home a message of a smoke-free future, offering alternatives to cigarettes which have grown in prominence across global duty free markets, as legal-age consumers continue to seek out better alternatives to continued smoking.
PMI said its philosophy is to create more options and opportunities for adult smokers who would otherwise continue to smoke traditional cigarettes, to switch to smoke-free alternatives.
Since 2008, PMI has invested US$12.5 billion to develop, scientifically substantiate and commercialise innovative smoke-free products, with the goal of completely ending the sale of cigarettes.
“The duty free channel is a key platform for raising awareness and education of the alternatives available, and to show how PMI’s multi-category portfolio can provide a better solution for adult consumers around the world,” the company said.
A key development for PMI this year was the Japan duty free launch of the IQOS ILUMA i series, the latest and most innovative addition to its growing adult smoke-free product portfolio. This coincides with the tenth anniversary of the original IQOS product being launched in Japan in 2014.
There are now multiple generations of IQOS, which the company estimates to be the current number one tobacco heating system in the world.
PMI has also expanded its multi-category portfolio with VEEV NOW, the all-in-one pocket-sized e-vapour device, in the Middle East and Africa airport retail markets. ZYN nicotine pouches, the brand acquired from Swedish Match in 2022, have also been launched in duty free stores in various countries.
Philip Morris International Duty Free Vice President Beste Ermaner said: “I am very excited to announce the return of PMI Duty Free to Cannes this year for the TFWA World Exhibition. The time is right for our return since we now have a multi-category portfolio of science-based smoke-free products and this year also marks the ten-year anniversary of IQOS.
“As always, this will be a vital opportunity for us to meet retail partners and stakeholders, showcase our multi-category portfolio of smoke-free products and to further strengthen our collaboration to bring the growth and success of PMI in travel retail to next level together.” ✈
