The Market Monitor Minding the Nation's Business
IQOS, the number 1 tobacco heating system1 invites adult smokers and IQOS users to embark on a journey where curiosity guides and dreams become reality. Introducing IQOS ILUMA i Electric Purple, a new colorway inspired by the spirit of curiosity and the thrill of discovery.
More than a color, the Electric Purple IQOS ILUMA i is an invitation for adult smokers and IQOS users to step beyond the ordinary and embrace vibrant, unexpected experiences. It embodies the pulse that sparks connections between people, places, and ideas. It’s a call to action for those ready to explore new possibilities and join the brand’s community of over 35 million adults worldwide who have chosen a better alternative to cigarettes2.
“At IQOS, we believe that being forever curious is the inner powerhouse that fuels us to push the boundaries of continuous innovation to accelerate the end of cigarettes. It makes us who we are”, said Zhenya Ivanov, President of PMFTC Inc., the Philippine affiliate of Philip Morris International (PMI).
It is this mindset that defines the brand, that has continuously changed the name of the game for its over 35 million users worldwide – whether through groundbreaking product innovation or best-in class consumer experience.
As part of this journey, IQOS presents Electric Dreams—a series of five unprecedented, specially crafted and once-in-a-lifetime experiences. From a unique experience between the city and the ocean in Portugal, to hearing a cave sing in Slovenia, to the serene stillness of a symphony in South Korea, each dream is an invitation to step inside a story and become part of something truly electrifying. Electric Dreams is designed to turn curiosity into unforgettable memories and stories to be shared.
Ivanov added, “With the IQOS ILUMA i Electric Dreams initiative, we encourage adult nicotine consumers to embrace an electric way of dreaming. IQOS Electric Dreams welcomes adult smokers to explore the electric dimension of curiosity, guiding them toward new adventures, stronger connections and ultimately making them aware of better alternatives to cigarettes such as IQOS.”
1 PMI global estimate of total In-Market Sales of Heated Tobacco Units as of June 2023. 2 PMI Q4 2025 Earnings Release.
“Today’s launch of the Electric Purple IQOS ILUMA i and the Electric Dreams campaign is a signal – a signal of how seriously we take our consumers in the Philippines,” said Vicknatheeban Tharmalingam, Director of Smoke-Free Products of PMFTC.
“The growth (of IQOS) is not accidental. It is a result of our sustained investment in our science, in our product, in our stores, in our people, and most importantly the trust that we have built through our consumers,” he added.
IQOS is a heat not burn smoke-free alternative strictly for adult smokers and users of nicotine products only and is not for minors and non-smokers. For adult smokers and users of nicotine products looking for more information on smoke-free alternatives to cigarettes, please visit https://iqos.com or follow IQOS on Social Media at https://www.facebook.com/ph.iqos/ and https://www.instagram.com/iqos.phl.
The Electric Purple IQOS ILUMA i One arrives on May 16 in IQOS Stores, IQOS.com and Lighters Galore & 7-11 Branches nationwide. Stay tuned: Electric Purple IQOS ILUMA i and ILUMA i Prime are coming soon.