Philip Morris International (PMI) has expanded its multicategory portfolio of science-based, smoke-free products with the launch of closed-pod vape system VEEV One, in partnership with Dubai Duty Free.
The VEEV One launch is backed by a major multicategory campaign at Dubai International Airport, in collaboration with dentsu media agency and JCDecaux. The campaign, with eye-catching Out of Home (OOH) elements, also features PMI’s IQOS Iluma and Zyn oral smokeless products. It marks PMI’s first multicategory duty free launch.
The six-week OOH campaign includes 224 digital screens and the first 3D content launched on Dubai Duty Free screens.
In Dubai Duty Free stores, the campaign is supported through PoS staging and visual merchandising, PoS videos showcasing each product, and digital platforms detailing all three products.
PMI Duty Free Vice President Edvinas Katilius said: “As the global smoke-free champion, PMI knows that no single smoke-free product will satisfy the preferences of all adult smokers and nicotine users, which is why we have developed a portfolio of better alternatives compared to cigarettes with varying technology, usage, taste and price options.
“With the addition of VEEV One, our newest closed-pod vape system, PMI’s smoke-free offerings now include a variety of scientifically substantiated better alternatives, with and without tobacco, appealing to a wider range of adults who would otherwise continue to smoke or use other nicotine products.”
Katilius added: “We are delighted to be the first brand to launch 3D OOH content in Dubai Airport with IQOS Iluma. The format is impactful, and we look forward to future media innovations with dentsu and JCDecaux in Dubai Airport.”
Commenting on the multicategory campaign, dentsu Director Charles Peyron said: “At dentsu, we are constantly looking at media innovations across the globe for our clients. We are therefore very excited to launch this new 3D OOH format in partnership with PMI and JCDecaux in Dubai International Airport.”
The PMI vision is to “replace every cigarette for all adults who would otherwise continue to smoke with science-based smoke-free products as soon as possible”.
The company pointed out that “products that eliminate combustion, such as e-vapour devices, heated tobacco products and oral smokeless products, are a much better alternative for adults to continue smoking”.
“While they are not risk-free and provide nicotine, which is addictive, the absence of combustion can significantly reduce the average levels of harmful chemicals compared to cigarettes.
“For more than a decade, PMI has leveraged technology and science to develop, assess and commercialise less harmful alternatives to cigarettes.
“We are disrupting our business to achieve a bold vision – to replace cigarettes with science-based smoke-free products as soon as possible – and shifting our resources and fundamentally changing both our purpose and our operations.
“As the global smoke-free champion, PMI is delivering a multi-category portfolio of science-based better alternatives than cigarettes to meet adult smokers’ needs and expectations.”
Introducing VEEV One
The VEEV One system is designed to be used with VEEV One pods and VEEV Now, a premium, disposable e-vapour device. According to PMI, both devices are developed for use by adult smokers and existing adult nicotine users that are looking for a better alternative to smoking.
PMI noted the rapid pace of advancements in science and technology, combined with growing consumer demand, “has created an environment where portfolio diversity and innovation are key to overcoming the consumer-acceptance challenges that smoke-free innovations – and e-vapour products in particular – experienced in the past”.
VEEV One is the latest closed-pod vape system from PMI’s VEEV E-Vapor range. VEEV One uses a nicotine-containing e-liquid to deliver a seamless experience, while emitting on average 99% lower levels of harmful chemicals compared to cigarettes.
Its compact ceramic heating technology is said to deliver a consistent taste and a low e-liquid detection system that is designed to prevent burnt taste. “VEEV One offers adult nicotine users convenience and ease of use because there is no refilling, no mess and no lingering flavour aftertaste from one pod to the next,” PMI added.
IQUS Iluma
PMI points out that by “eliminating burning, heated tobacco products produce a nicotine-containing aerosol that is fundamentally different from cigarette smoke”. “Importantly, these products are not risk-free and provide nicotine, which is addictive, but our science shows they are a better choice for adults than continuing to smoke.”
PMI’s flagship heated tobacco product, IQOS Iluma heats tobacco without burning it and is said to offer 95% lower levels of harmful chemicals compared with cigarettes.
It features a new bladeless Smartcore induction system to improve draw and stick-by-stick taste consistency and is described by PMI as the company’s “most advanced heated tobacco device yet”.
Zyn
According to PMI, oral smokeless nicotine pouches “provide yet another choice for adults who would otherwise continue to smoke, helping them to switch completely from cigarettes by finding an alternative that meets their preferences”.
Nicotine pouches, unlike snus, do not contain tobacco. They combine nicotine and flavours in a cellulose pouch and are placed between the gum and the cheek or upper lip. As PMI pointed out, these products are not risk-free and provide nicotine, which is addictive.
Zyn is the leading nicotine pouch brand globally and available in Dubai Duty Free. 
