IQOS, the heated tobacco brand of Philip Morris Philippines Manufacturing Inc. (PMFTC), is gearing up to launch its “Curious X” campaign in various cities in the country, the follow-through of its “Forever Curious” crusade, with the mission to replace cigarettes with science-backed smoke-free alternatives.

Earlier, PMFTC Inc. announced the launch of its new global brand campaign, “Forever Curious,” for IQOS, its pioneering heated tobacco product device, which recently marked its 10th anniversary globally.

“We are proud of our progress towards making cigarettes obsolete and remain firm in our commitment towards a smoke-free future for the Philippines,” Gijs de Best, president of PMFTC Inc., the Philippine affiliate of Philip Morris International (PMI), said.

Forty-two percent of PMI’s total net revenues came from its smoke-free business as of the first quarter.

“Forever Curious” captures our core belief that curiosity paves the way for creativity and inspires progress by challenging the status quo.

Being forever curious at IQOS is what allows us to pursue our quest to develop better smoke-free alternatives for legal-age nicotine users continuously,” said De Best.

“This campaign marks how IQOS is evolving, not just as the world’s leading heated tobacco product, but as a brand that empowers legal-age smokers who would otherwise smoke to switch to a smoke-free alternative grounded in innovation,” he added.

“Forever Curious” is a bold reimagining that signals a transformative new chapter for the brand. It is a brand idea rooted in the notion of discovery, an unparalleled journey of innovation, and IQOS’ stance on bringing cutting-edge smoke-free experiences to adult smokers and adult nicotine users with an ambition to switch them from cigarettes for good.

“Forever Curious” celebrates curiosity as the driving force behind progress and innovation, empowering legal-age nicotine users to explore new perspectives and elevate their experience with smoke-free alternatives, guiding them towards a deeper and more meaningful experience.