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Communicate Levant | Advertising, marketing, public relations and media in the Arab world and beyond

Philip Morris International: A step towards a smoke-free future with the IQOS 3 DUO

IQOS 3 DUO

In-Depth

Philip Morris International: A step towards a smoke-free future with the IQOS 3 DUO

Philip Morris International (PMI), America’s leading multinational cigarette and tobacco manufacturing company, launched the IQOS 3 DUO, its latest and most advanced contribution to a smoke-free future. 

On October 3, the latest addition to its tech-powered, smoke-free portfolio was officially unveiled in an event in Switzerland, where Communicate Levant and other prominent media figures from the MENA region received an exclusive invite to see the IQOS 3 DUO technology in action. Attendees toured the infamous Innovation Cube at the Philip Morris Research and Development Center, where they witnessed firsthand the science behind IQOS, and participated in a series of informative talks, conferences, and workshops. 

The IQOS 3 DUO

IQOS 3 DUO
IQOS 3 DUO courtesy of PMI

Introduced as the most recent addition to PMI’s growing smoke-free portfolio, the IQOS 3 DUO stands out as a better alternative for smokers worldwide, replicating the taste and satisfaction of a regular cigarette, all the while reducing the individual risk. How? Following the “tobacco harm reduction” principle.

Tobacco Harm Reduction

The IQOS 3 DUO was developed to adopt the tobacco harm reduction approach, which is increasingly being recognized as a valuable and promising solution. It was designed to switch smokers’ consumption to significantly less harmful products containing tobacco and nicotine, which have the potential to reduce the adverse effects of smoking, but are still viable substitutes for cigarettes.

“Toxins and carcinogens are often formed because of the burning or combustion process happening in a cigarette,” explained Nuno Fazenda, PMI Manager Scientific Management. “So when you light up a cigarette, when it burns and forms these toxins and carcinogens, they travel together with nicotine, which causes diseases over time,” he continued. 

Following this line of reasoning, PMI scientists worked on developing and assembling a number of non-combustible nicotine and tobacco products, at the center of which is the Tobacco Heating System (THS).

The Tobacco Heating System

True to its name, the THS heats – rather than burns – a specially formulated tobacco, which forms one part of a multi-component Tobacco Stick product, producing nicotine containing aerosol that is not smoke.

As the tobacco material in the Tobacco Stick is heated and not burned, the aerosol generated contains on average 90 to 95% lower levels of harmful and potentially harmful constituents compared to the mainstream smoke of a standard reference cigarette.

So will that be enough for smokers to make the switch?

Probably, especially with the new features exclusively designed into the IQOS 3 DUO, aiming to help adult smokers switch from cigarettes more seamlessly. On average, PMI reports that 70 percent of smokers who switch to IQOS abandon cigarettes, which makes IQOS the most compelling smoke-free alternative today.

Submitted by Fatima Al Mahmoud, Editor.

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