Today Japan, Tomorrow the World: Philip Morris Japan’s Leaked Marketing Blueprint for IQOS

Philip Morris International (PMI) has been positioning IQOS, its heated tobacco product, as an alternative to cigarettes and a product that will help create “a smoke-free future.” Although it repeatedly claims that IQOS is intended only for adult smokers, the evidence tells a different story.

A leaked Philip Morris Japan document reveals an extensive IQOS marketing plan that appears to attempt to attract a customer base that extends beyond current smokers. Learn how PMJ sought to manufacture support for IQOS in Japan, and how PMI may be applying this blueprint in other countries.