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 initiative follows 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,” said Gijs de Best, president of PMFTC, Inc., the Philippine affiliate of Philip Morris International (PMI).

According to de Best, 42 percent of PMI’s total net revenues came from its smoke-free business as of Q1 2025.

“'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 continuously develop better smoke-free alternatives for legal-age nicotine users,” 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’s 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.

The campaign brings to life a vibrant new brand universe full of character, energy, and attitude mixed with innovative product design, sensorial richness, and an inviting tone of voice.

To welcome the new chapter, the IQOS community was invited to an exclusive and immersive launch event to experience the world of “Forever Curious” through captivating art installations and electrifying music performances.

The launch brought to life a realm where legal-age nicotine users can switch to smoke-free options, all powered by curiosity-driven advanced technology. In bringing this campaign to life, IQOS will host a series of “Curious X” events in key cities from June to August.

These private experiential gatherings are designed to immerse legal-age nicotine users in the evolving IQOS brand world—where curiosity fuels innovation and design—which will culminate in the IQOS Global Event in Milan, a premier international showcase that brings the brand’s vision to life through interactive experiences and global perspectives.

Through “Forever Curious,” IQOS continues to lead the heated tobacco product category, supporting legal-age smokers in making informed, smoke-free choices.