iQos
FOR A SMOKE-FREE WORLD
iQos
Challenge
The limited advertising regulations in the tobacco industry made it challenging for them to penetrate or reach the end customer. They struggled to be present in tobacco shops, as these shops relied on traditional forms of communication.
Application of our
KNOW-HOW IN THE SOLUTION
The breakthrough we achieved was utilizing the hospitality channel, which effectively segmented between adults and children. There were two distinct situations: the consumer's own experience linked to the channel (those who smoke and those who do not), meaning the consumer was already predisposed and attentive. We discovered that the technological device was not regulated for commercialization, allowing for its marketing. This led to the creation of the pop-up store on Serrano Street.
ENTREPRENEURIAL MINDSET
(agility and innovation)
We founded the first iQos concept restaurant in Madrid, which served as our open space to introduce the product without restrictions to people unfamiliar with it. We drove the commercialization of their device, successfully opening the brand's first pop-up store in the center of Madrid. We formed a business alliance with "image venues" to allow Iqos consumption, ensuring no interruption in the consumer experience and building a large customer database.
