Discover IQOS’s “Forever Curious” campaign as it celebrates 10 years of innovating smoke-free alternatives.
IQOS furthers its mission to provide smokeless alternatives to cigarettes with the launch of its latest campaign: Forever Curious. The newest campaign marks the brand’s 10th anniversary of smoke-free innovation.
“We are proud of our progress towards making cigarettes obsolete and remain firm in our commitment towards a smoke-free future for the Philippines,” said Gijs de Best, president of PMFTC, the Philippine affiliate of Philip Morris International (PMI).
According to PMI, as of Q1 2025, 42% of the company’s total revenue came from its innovative smoke-free business, demonstrating IQOS’s dominance in the market and its lasting impact on consumers.
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Unpacking Forever Curious By IQOS
The newest campaign highlights the brand’s core values—fostering curiosity and inspiring innovation by challenging the status quo. “Being forever curious at IQOS is what allows us to pursue our quest to continuously develop better smoke-free alternatives for legal-age nicotine users,” said de Best.
“Forever Curious” isn’t just a tagline; it’s a declaration of a profound transformation for IQOS, ushering in an entirely new chapter for the brand. This bold reimagining is built on the very spirit of discovery—an ongoing, unparalleled journey of innovation. At its core, Forever Curious embodies IQOS’s commitment to delivering cutting-edge, smoke-free experiences to adult smokers and nicotine users. The ultimate ambition? To empower them to leave cigarettes behind for good.
Embracing Forever Curious
To commemorate this exciting new chapter, the IQOS community was treated to an exclusive and immersive launch event, offering a first look into the Forever Curious world. Attendees experienced this new brand direction through captivating art installations and electrifying music performances. The launch event vividly brought to life a space where legal-age nicotine users can seamlessly transition to smoke-free alternatives, all thanks to curiosity-driven advanced technology.
To further amplify this campaign, IQOS is set to host a series of Curious X events in key cities from June to August. These private, experiential gatherings are specifically designed to immerse legal-age nicotine users in the evolving IQOS brand world, where curiosity fuels both innovation and design. This series will culminate in the highly anticipated IQOS Global Event in Milan, a premier international showcase that will bring the brand’s vision to life through interactive experiences and global perspectives.
Photo courtesy of IQOS
