Project Background: Understanding IQOS 3 and IQOS 3 Multi

The IQOS 3 and IQOS 3 Multi are innovative Heat Not Burn products, designed as part of a broader category known as Reduced-Risk Products (RRPs). Unlike traditional cigarettes, these products heat, rather than burn, tobacco, significantly reducing the production of harmful compounds typically found in cigarette smoke.

It’s crucial to note that IQOS is not a vape; it is specifically developed to present a lower risk of harm for smokers who transition from traditional smoking. RRPs are continuously undergoing rigorous development, scientific assessment, and commercialization, to offer smokers safer alternatives.

Project Overview

I developed and executed a comprehensive digital and CRM strategy for the global launch of the IQOS 3 and IQOS 3 Multi. This project encompassed every digital touchpoint, ensuring a cohesive and impactful brand experience across all channels. My responsibilities included crafting strategies for the website, digital displays, emails, banner ads, instructional videos, digital billboards, and airport displays.

I led the design of response mechanics, audience flows, messaging hierarchies, and KPI frameworks, while also managing the balance between global consistency and local nuances. This strategic approach ensured a seamless and effective launch, driving engagement and brand loyalty worldwide.