/ Client case


Community Experience & Activation

Philip Morris International (PMI) has developed and produced several heated tobacco products (HTPs) under its IQOS brand. Also known as tobacco heating systems, and heat-not-burn products, PMI’s HTPs were first launched in Japan in 2016, and are currently available in 69 markets worldwide counting 18 millions users worldwide.

Their Challenge

With global expansion and various campaigns worldwide, IQOS was seeking for an experience partner to provide guidance and support teams across the globe. In close collaboration with our production partner Media Monks, TCXA was selected to lead several global campaigns for IQOS.

Our Approach

Most recently we’ve created the global IQOS care strategy and campaign execution. Providing IQOS with the required experience style guide, activations campaigns and experience assets for global usage. As part of the EU menthol ban, we worked to identify key drivers of this shift from menthol tabacco to IQOS menthol. Identifying relevant audiences and creating persona profiles to support global and local teams.

The Outcome

We are fortunate to have multiple successful business cases with IQOS. We reach global audiences with various campaigns via a targeted and multi-channel approach in Europe. Local campaigns also saw success and improved customer experiences. With a total redesign of the CX strategy and retail activation platforms, as well as improved CRM journeys from retailers, IQOS made a shift to a CX-oriented brand.

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