IQOS Launches “Forever Curious” Campaign, Marking a New Chapter in the Smoke-Free Movement
A decade after its debut, IQOS is redefining its identity through a campaign that presents curiosity as the starting point for a smoke-free future
This article is only for adults who would otherwise continue to smoke or use other nicotine products.
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.
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