IQOS Launches “Electric Dreams” Campaign to Engage Adult Nicotine Users with Global Experiences
IQOS, a leading tobacco heating system, has unveiled its latest initiative, “Electric Dreams,” an interactive six-week platform designed to connect adult nicotine users with adventurous experiences. The campaign, aimed at transforming curiosity into real-world moments, combines digital challenges with opportunities to win travel experiences across Egypt and internationally.
Competition Structure and Prizes
The “Electric Dreams” competition, running from May 4 to June 15, 2026, features a series of bi-weekly digital challenges. Participants, including new and existing IQOS users, can complete missions on the official platform to enter draws for prizes. At the campaign’s conclusion, 18 winners will be selected to embark on unique experiences, such as “Cargo Karting” in Portugal, “Midnight Mirage” in Morocco, and “Sleep-in Symphony” in South Korea. Within Egypt, rewards include coastal adventures like “Coastal Rhythm” in Sharm El Sheikh and “Summer Ease” on the North Coast.
Registration and participation details are available on IQOS’s official website, emphasizing the brand’s focus on blending innovation with lifestyle experiences.
Company Vision and Expert Commentary
Jonathan Kwak, Smoke-Free Products Director for Egypt and Levant at Philip Morris International (PMI), highlighted the campaign’s purpose: “Through Electric Dreams, we aim to offer an interactive experience that gives adult nicotine users the opportunity to transform curiosity and energy into real moments and experiences that can be lived and shared.”
Kwak also reiterated PMI’s commitment to providing alternatives for adult smokers: “We continue our efforts to encourage adult smokers who would otherwise continue smoking to switch to a better alternative such as IQOS.”
IQOS, which heats tobacco to produce an aerosol rather than smoke, claims to reduce harmful chemical exposure compared to traditional cigarettes. The company states that its heated tobacco products are not risk-free but represent a lower-risk option for adult smokers.
About Philip Morris International
PMI, a global leader in consumer goods, has invested over $16 billion since 2008 to develop and commercialize smoke-free products. As of December 2025, these products were used by over 43 million legal-age consumers worldwide. In Q1 2026, the smoke-free business accounted for 43% of PMI’s total net revenues.
The company’s portfolio includes heated tobacco, nicotine pouches, and e-vapor products, with regulatory approvals from bodies like the U.S. Food and Drug Administration for certain IQOS devices and snus products.
Participation Details
Eligible participants must be at least 18 years old and legally reside in Egypt. Employees of PMI and its affiliates are excluded. Registration for the “Electric Dreams” competition is open via the official IQOS website: https://www.iqos.com/eg/en/win-electric-dreams-iqos-iluma-i-electric-purple.html.
IQOS continues to expand its efforts to align with global trends in reduced-risk nicotine products, reflecting broader industry shifts toward innovation and consumer-centric solutions.