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

June 27, 2024

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.

Philip Morris is using Japan as a case study to market IQOS.