Smoke-free world is goal for Philip Morris

Director explains why IQOS ILUMA is revolutionary

JOHN Rennie has worked at Philip Morris Limited (PML) for 14 years in a variety of roles. Here, the current director of commercial operations talks about the new IQOS ILUMA.

What’s your brand’s story and what are its goals?

IQOS is the world’s leading heated tobacco brand. It uses real tobacco but, unlike cigarettes, it heats the tobacco rather than burning it.

This means that IQOS ILUMA emits on average 95% lower levels of harmful chemicals than cigarettes.

IQOS ILUMA provides cigarette-like satisfaction, meaning for smokers who are looking to switch to reduced-risk products, this could be an alternative for them (alongside vapes and oral nicotine pouches). 

Our IQOS brand, and the pioneering range of heated tobacco products that sits within it, are the cornerstone of our vision for a smoke-free future.

It is the result of more than a decade of research and $10.5billion worth  of investment into developing and commercialising and scientifically substantiating sophisticated smoke-free technology.

What’s your role at Philip Morris?

My overarching focus is to accelerate PML’s transition to a majority smoke-free business, in line with our global ambitions for smoke-free products to account for more than 50% of our total net revenues by 2025.

This includes driving the success of IQOS ILUMA – our next-level heated tobacco product – in the UK. IQOS ILUMA reinvents the rules of heating tobacco with breakthrough technology and we’re incredibly excited to be introducing it to the UK market.

What can you tell us about the new IQOS ILUMA?

IQOS ILUMA is a truly revolutionary product that will see a massive step forward for the heated tobacco category in the UK.

When we describe it as the ‘next level’, that’s because it truly is – the bladeless innovation at IQOS ILUMA’s core delivers an impeccable product experience, providing the user with an enhanced draw and a real tobacco taste.

It’s also effortless, as the robust design and lack of blade means there’s no chance of blade breakages, and no need to clean the device – ever.

The IQOS ILUMA series sees a line-up of three innovative devices – IQOS ILUMA PRIME, IQOS ILUMA and IQOS ILUMA ONE.

All three are built with the same revolutionary technology at their core but have been designed to address varied preferences and different price points.

IQOS ILUMA ONE, our hero product in the UK, is a more affordable alternative to continued smoking – an adult smoker could save up to £3,000 a year by switching to IQOS ILUMA ONE from cigarettes.

Importantly, this product is going to help thousands of convenience retailers switch their adult smoking customers away from cigarettes for good and can help unlock new growth for their businesses.

How do you think retailers can make the most of IQOS ILUMA?

Three top tips:

1. Ensure you stock up on all nine TEREA tobacco stick variants, which are available in all national cash & carrys as well as through PML’s Digital Trade Engagement platform Heatwave Open (previously HEETWAVE). 

2. Educate your existing IQOS & HEETS customers that the ‘next level’ IQOS ILUMA is now available nationwide – with improved draw, real tobacco & no cleaning, ever!

3. If you want to join the ‘next level’ and stock IQOS ILUMA devices, please call our amazing Heatwave Open (previously HEETWAVE) Support team on 0333 320 0777 or drop heetwave@iqos.co.uk an email.