UAE. Philip Morris International (PMI) Global Travel Retail has unveiled its new IQOS campaign ‘Forever Curious’ at Dubai International Airport (DXB).
It is the first in a series of international animations designed to engage adult nicotine users and accelerate the company’s vision of a smoke-free future.
Positioned as a 360-degree consumer experience, Forever Curious draws on themes of travel, exploration and emotional connection.
The activation invites legal-age smokers to discover IQOS through immersive, experiential touchpoints aligning PMI’s commitment of providing them with alternatives to traditional cigarettes.
The campaign’s global debut at DXB reflects PMI Global Travel Retail’s intent to engage with adult smokers at scale by offering memorable experiences in travel retail.
“At its core is the message: Curious? IQOS Forever Curious is a celebration of those who seek, discover and choose better. It encourages adult nicotine users to ask, ‘What if?’ and explore new perspectives, ultimately leading to the discovery of better alternatives,” said PMI Global Travel Retail Director of Smoke-Free Products Mami Sakamaki.
“Adult nicotine users have diverse preferences and are seeking better alternatives to cigarettes. That’s why PMI has developed a broad smoke-free portfolio including IQOS, ZYN and VEEV,” Sakamaki added.
“PMI Global Travel Retail is our window to the world, introducing international legal-age travellers to our iconic smoke-free brands and furthermore a premium retail which provides consumer-centric brand experiences with excellence.
“IQOS is our iconic brand – the number one tobacco heating system with over 32 million users globally, more than two-thirds of whom have completely switched and stopped smoking.” ✈
