IQOS

Client

Philip Morris International is one of the world’s leading tobacco and smoke-free product companies. Within the IQOS ecosystem, product launches require a highly coordinated activation approach across owned and partner channels.

Industry

Consumer Goods

Mission

Support the launch of TEREA Warm Fuse, a new tobacco stick variant for IQOS, by helping define the campaign direction, activation logic and visual communication across all relevant touchpoints. The objective was to build a strong and consistent launch presence from owned channels to indirect retail.

Target Group

The campaign addressed adult IQOS users and existing customers across different stages of the customer journey, from digital brand touchpoints and loyalty communication to physical retail environments and partner distribution channels.

Challenges

The launch required a coordinated rollout across a broad range of channels, starting with owned platforms such as the website, IQOS stores, boutiques and the IQOS Club, before expanding into indirect retail through premium partners and broader trade environments such as gas stations. This made consistency, timing and channel-specific adaptation essential. At the same time, the campaign needed to introduce a new product variant with a distinct identity while staying fully aligned with the overall IQOS brand world.

Strategy

Working as part of the Brand Activation team, I contributed to the conceptual development of the launch together with the internal brand team and external agency partners. The focus was on shaping the strategic communication framework and visual language for the campaign, ensuring that the launch could be translated consistently across all direct and indirect channels. Rather than designing every final asset myself, my role was to help define the overarching direction that informed execution across the entire rollout.

Tasks

• Contributing to the campaign concept and launch communication

• Co-developing the visual direction together with agency and brand stakeholders

• Supporting the omnichannel rollout across owned and partner channels

• Aligning brand activation across website, CRM, retail and loyalty touchpoints

• Helping create a consistent experience from direct to indirect trade

• Translating strategic campaign thinking into scalable channel implementation

Channels

• IQOS website

• IQOS stores and boutiques

• IQOS Club / loyalty environment

• Newsletter and CRM touchpoints

• Premium partner environments

• Indirect retail assets including POS materials and window applications

Impact

The campaign established a clear and unified launch presence for TEREA Warm Fuse across multiple channels and retail environments. By aligning communication and visual direction early on, the rollout was able to scale from owned touchpoints into broader trade activation while maintaining a consistent brand experience. The project shows how strategic brand activation can connect product storytelling, retail visibility and digital communication within one coordinated launch system.

Disciplines

Campaign Design, Brand Activation, Omnichannel Marketing, Retail Communication, CRM, Visual Strategy, Project Coordination