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Some discoveries deserve to be followed. It could be stumbling upon a speakeasy while traveling, hearing live music in a place you’ve never been before, or saying yes to an adventure you never saw coming. The best stories often begin with a little curiosity.
Building on that idea, IQOS has unveiled the Electric Purple IQOS ILUMA i alongside Electric Dreams, a global campaign that encourages adult smokers and IQOS users to embrace new experiences. More than introducing a new colorway, the campaign invites its community to explore new places, perspectives, and experiences, one unforgettable journey at a time.
Curiosity Takes the Lead
At the center of the campaign is Electric Dreams, a collection of five curated experiences that invites adult smokers and IQOS users to see familiar places in unexpected ways. From where the city meets the ocean in Portugal to a cave in Slovenia transformed through sound and a symphony experience in South Korea, each destination encourages participants to explore through culture, creativity, and discovery.
Speaking about the initiative, Zhenya Ivanov, President of PMFTC Inc., the Philippine affiliate of Philip Morris International (PMI), said, “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.”
The campaign launches alongside the Electric Purple IQOS ILUMA i, a new colorway inspired by the same spirit of exploration. Designed to reflect curiosity and the excitement of discovery, it invites adult smokers and IQOS users to step beyond the familiar and experience the unexpected.
According to Ivanov, curiosity has always been central to IQOS’ approach to innovation, shaping both its products and consumer experiences. Today, that mindset continues to guide the brand and its global community of more than 35 million adult users who have chosen IQOS as a better alternative to cigarettes.
Designed Around Discovery
Reflecting on the launch, Vicknatheeban Tharmalingam, Director of Smoke-Free Products of PMFTC, said, “Today’s launch of the Electric Purple IQOS ILUMA i and the Electric Dreams campaign is a signal of how seriously we take our consumers in the Philippines.”
He added that the brand’s continued growth is the result of sustained investment in science, product innovation, consumer experiences, and the trust it has built with adult consumers.
The Electric Purple IQOS ILUMA i One is now available at IQOS Stores, IQOS.com, and participating Lighters Galore and 7-Eleven branches nationwide. The Electric Purple IQOS ILUMA i and IQOS ILUMA i Prime will also be arriving soon.
Whether you’re discovering a new destination or your next favorite artist, IQOS continues to champion experiences that celebrate curiosity, creativity, and music. Learn more about the Electric Purple IQOS ILUMA i, Electric Dreams, and IQOS’ support for OPM at IQOS.com, or follow @iqos.phl on Instagram and @ph.iqos on Facebook for the latest updates.
This product is not risk-free and contains nicotine, which is addictive. Only for adults who would otherwise smoke or use nicotine products.