IQOS Unveils “Forever Curious” Campaign to Advance Smoke-Free Future

This article is only for adults who would otherwise continue to smoke or use other nicotine products.

A commitment to a smoke-free future

IQOS has launched a new global campaign titled “Forever Curious,” marking a strategic shift in its mission to help adult smokers transition to science-backed and smoke-free alternatives. The initiative coincides with the brand’s 10th anniversary, reinforcing its ongoing commitment to drive meaningful change in the tobacco industry.

Framed around the theme of curiosity, the campaign shifts focus from product features to a broader cultural narrative. According to IQOS, curiosity is positioned as the force behind its product development, user experience, and overall brand identity. It is described as “the driving force behind progress and innovation,” encouraging legal-age nicotine users to explore new perspectives and engage with smoke-free alternatives in a more conscious and intentional way.

The campaign was introduced through an exclusive launch event, where the IQOS community was immersed in a curated experience that combined visual art, live music, and interactive installations. The goal was to create an environment that reflected the energy and tone of the “Forever Curious” identity.

Following the launch, a series of private events under the banner “Curious X” will take place in major cities throughout the Philippines and internationally until August. These experiential gatherings are designed to further immerse participants in the evolving IQOS brand world, ahead of a flagship global event in Milan. There, the campaign’s themes of design, innovation, and transformation will culminate in an international showcase that positions IQOS as more than just a device. It presents the brand as a platform for lifestyle change within the legal-age smoking population.

Leadership statement

In a statement, Gijs de Best, president of PMFTC and head of the Philippine affiliate of Philip Morris International (PMI), reaffirmed the company’s direction. “We are proud of our progress toward making cigarettes obsolete and remain firm in our commitment towards a smoke-free future for the Philippines,” he said. As of the first quarter of 2025, 42% of PMI’s total net revenues came from its smoke-free business. That figure highlights the company’s accelerated shift away from combustible tobacco products and toward alternatives like IQOS.

“Being forever curious at IQOS allows us to pursue our quest to continuously develop better smoke-free alternatives for legal-age nicotine users,” Gijs explained. “This campaign marks how IQOS is evolving, not just as the world’s leading heated tobacco product, but as a brand that empowers legal-age smokers who would otherwise smoke to switch to a smoke-free alternative grounded in innovation.”

Evolving the conversation

The “Forever Curious” campaign reflects a broader repositioning of IQOS. It is no longer presented only as a tobacco alternative, but as a brand shaped by innovation and progress. The new brand direction also signals IQOS’s continued leadership within the heated tobacco category, which remains a growing and competitive segment of the global nicotine market. Amid regulatory challenges and shifting public health narratives, “Forever Curious” suggests that IQOS aims not only to offer an alternative, but also to shape the broader conversation around what that alternative can mean for adult users. The focus moves beyond functionality, toward personal agency and informed choice.

Curious about the pleasures IQOS can give you? Visit IQOS.com or follow IQOS on Facebook and Instagram.

*This product is not risk-free and provides nicotine, which is addictive, only for use by adults who would otherwise continue to smoke or use other nicotine products.

GOVERNMENT WARNING: This product is harmful and contains nicotine, which is a highly addictive substance. It is for use only by adults and is not recommended for use by non-smokers.