IQOS introduces the Electric Purple ILUMA i through Electric Dreams: a new campaign designed to inspire curiosity, exploration, and awareness of smoke-free alternatives for adult smokers.
Curiosity has long been at the heart of innovation. For IQOS, it’s also the force driving its latest product release and experiential campaign, both designed to encourage adult smokers to explore alternatives and embrace new possibilities. The smoke-free brand recently unveiled the IQOS ILUMA i Electric Purple, a striking new colorway inspired by discovery, creativity, and the excitement of stepping beyond the familiar. Alongside the launch comes Electric Dreams, a global campaign that transforms curiosity into a series of immersive experiences across some of the world’s most unexpected destinations.
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A New Shade Inspired By Exploration
More than just a new color, Electric Purple represents a mindset. Designed for adult smokers and current IQOS users, the latest addition to the IQOS ILUMA i range reflects the brand’s ongoing focus on innovation and consumer experience. According to Zhenya Ivanov, President of PMFTC Inc., the Philippine affiliate of Philip Morris International, curiosity remains central to the brand’s evolution.
“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,” Ivanov shared.
The launch arrives as IQOS continues to grow its global community, which now includes more than 35 million adult users who have chosen smoke-free alternatives to traditional cigarettes. Through product development and consumer-focused experiences, the brand is positioning itself as a leader in the heat-not-burn category.
The Electric Purple IQOS ILUMA i One will be the first model available in the new colorway, with the Electric Purple versions of the IQOS ILUMA i and IQOS ILUMA i Prime expected to follow soon.
IQOS, Turning Dreams Into Experiences
Coinciding with the launch is Electric Dreams, a campaign built around five curated experiences that invite participants to see the world through a different lens.The initiative takes participants from the meeting point of city and sea in Portugal to an acoustic wonder hidden inside a Slovenian cave, and onward to a uniquely tranquil musical experience in South Korea. Each destination has been selected to encourage exploration, spark curiosity, and create memorable moments that go beyond conventional travel experiences.
For Vicknatheeban Tharmalingam, Director of Smoke-Free Products at PMFTC, the campaign reflects the company’s commitment to delivering meaningful experiences for Filipino consumers.”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 shared during a speech. The campaign also reinforces IQOS’ broader mission of raising awareness about smoke-free alternatives among adult smokers while fostering a community connected by discovery and shared experiences.
Discover Electric Purple
The IQOS ILUMA i One Electric Purple is now available nationwide through IQOS Stores, IQOS.com, Lighters Galore, and participating 7-Eleven branches. Adult smokers and nicotine users interested in learning more about smoke-free alternatives can explore the full IQOS ecosystem and stay updated on upcoming Electric Dreams experiences as additional Electric Purple devices arrive in the Philippines.
Photos courtesy of IQOS.
Frequently Asked Questions
The IQOS Electric Purple ILUMA i is a new colorway introduced for the IQOS ILUMA i device lineup. Inspired by curiosity and discovery, it launches first with the IQOS ILUMA i One model, with additional models arriving later.
Electric Dreams is a global IQOS campaign featuring five curated experiences designed to inspire curiosity and exploration. The initiative includes unique destinations and immersive activities in countries such as Portugal, Slovenia, and South Korea.
The IQOS Electric Purple ILUMA i One is available nationwide through IQOS Stores, IQOS.com, Lighters Galore, and participating 7-Eleven branches across the Philippines.
