The most advanced heated tobacco system ever created by Philip Morris International has been launched in Tokyo, Japan – the world’s biggest market for heated tobacco.
IQOS 3 and IQOS 3 Multi are the latest versions of the innovative IQOS system which heats tobacco instead of burning it, and presents a better alternative to cigarette smoking.
Over 600 people attended the event, the first global launch ever undertaken by Philip Morris International. André Calantzopoulos, PMI's Chief Executive Officer, introduced the new IQOS 3 and IQOS 3 Multi and guests, well the users among them, had the chance to experience the new devices with a range of accessories. Inside the Japanese traditional gardens setting, there were performances by international DJ’s Kaori and Shinichi Osawa, plus a host of modern sensory experiences reflecting the past, present and future of Japan.
Almost 6 million smokers have already switched to IQOS in the four years since it was first launched, with more than half of them in Japan. The new devices are designed to help accelerate the world’s conversion to a smoke-free future.
Philip Morris International’s stated goal is to switch hundreds of millions of adult smokers to less harmful alternatives than continued smoking as quickly as possible. We are committed to offering a portfolio of products that will one day replace cigarettes and offer smoke-free alternatives to smokers who don’t quit.
Launching the new devices, André added: "Our dream was to create a better alternative for smokers, and IQOS has made this dream a reality; it’s a revolution for the 1.1 billion people who smoke."
Through disruptive thinking, robust science and years of R&D experience behind our smoke-free platforms, our heated tobacco products will bring us a step closer to our vision of a smoke-free future.
IQOS 3 and IQOS 3 Multi will officially go on sale on November 15th in Japan, Switzerland, UK, Russia and Colombia, and will be rolled-out across our global markets from November 15, 2018, onward.
How long will PMI be in the cigarette business?
These products are designed to create a nicotine-containing tobacco vapor, without burning and smoke.
Tobacco meets technology: millions of consumers have made the switch to IQOS. Discover our tobacco heating system.