IQOS Bonds Arrives in Italy The Heated Tobacco Revolution for Traditional Smokers

The world of tobacco is undergoing an epochal transformation. Over the last ten years, millions of adults have abandoned traditional cigarettes in favor of smoke-free alternatives, a change that is not only habitual but also cultural. However, the cigarette is not yet a memory of the past, and many smokers remain attached to the pleasure of the gesture and the taste. Philip Morris, a pioneer in this sector with the launch of IQOS in 2014, responds to this resistance with a novelty that aims to win over even the most traditional smokers.

Bonds by IQOS: The New Device for a Familiar Experience

On March 3rd, Philip Morris Italy announced the arrival in Italy of BONDS by IQOS, a new device that presents itself as an important piece in the mosaic of alternative products. The launch event in Milan was an opportunity to take stock of a journey that has seen the company invest over sixteen billion dollars in the development of smoke-free products, now available in 106 markets. Italy, together with Japan, was among the first countries to believe in IQOS and represents a case study for Europe. The numbers speak clearly: the transition works and is being accepted. Italy, with its production plant in Crespellano, is a nerve center for the group. BONDS by IQOS presents itself as a compact and minimalist device, made of aluminum and available in three colors. The RoundHeat Technology heats the specially designed sticks, which contain tobacco, from the outside. Ease of use is one of its strong points—it does not require cleaning. Moira Boulange, Head of Bond by Iqos, emphasized the familiarity of the ritual and gesture, a device that replicates an action that adults appreciate.

Taste, Familiarity, and IQOS Endorsement: The Pillars of the New Device

Taste, familiarity, and IQOS Endorsement are the three pillars on which BONDS by IQOS is based. Daniela Della Monica, Head of Smoke-Free Products Category Philip Morris Italy, defines the new device as an important piece in a broad portfolio of alternative products. The goal is clear: to facilitate the transition even for consumers most attached to the gesture of the traditional cigarette. BONDS by IQOS aims to be as close as possible to the experience smokers are accustomed to, facilitating conversion to more valid products. Currently, in Italy, there are about 13 million adults who use nicotine products, with over 4.5 million having already switched to smoke-free alternatives. Philip Morris's ambition is to convert the greatest number of consumers, with the goal of ceasing cigarette sales by 2035. The business transformation is underway, with smoke-free products representing a significant share of the group's revenue. The company continues to invest in innovation, listening to consumer needs and communicating responsibly, addressing exclusively the adult audience. The new direction has impacted the company's identity, increasingly associated with IQOS. The desire to be part of this transformation has been the main driver, a privilege to contribute to a smoke-free future.