Crismer Tiria, Head of Marketing; Vicknatheeban Tharmalingam, Director for Smoke-Free Products; Atty. Ferdi Echiverri, Director of Communications; Henry Yap, IQOS Brand Manager.
Philip Morris International affiliate PMFTC Inc. has launched its new IQOS ILUMA i Electric Purple tobacco heating system and the Electric Dreams campaign in the Philippines to encourage adult smokers to switch to smoke-free alternatives.
The Electric Purple IQOS ILUMA i One became available on May 16, 2026 at nationwide retail locations, including IQOS Stores, IQOS.com, Lighters Galore, and 7-Eleven branches. PMFTC announced that the Electric Purple IQOS ILUMA i and ILUMA i Prime models will debut soon. More than 35 million adults worldwide currently use IQOS products.
As part of the global rollout, the brand introduced Electric Dreams, an initiative featuring 5 unique experiential concepts located across the globe, including Portugal, Slovenia, and South Korea, to connect with adult nicotine consumers through shared experiences and storytelling.
PMFTC Inc. president Zhenya Ivanov emphasized innovation as the driving force behind the company’s smoke-free strategy. “At IQOS, we believe that being forever curious is the inner powerhouse that fuels us to push the boundaries of continuous innovation to accelerate the end of cigarettes. It makes us who we are,” Ivanov said.
Ivanov said the campaign guides adult smokers toward better alternatives to cigarettes while exploring new adventures and connections.
The launch reflects the company’s long-term commercial focus and infrastructure development within the local market.
PMFTC director of smoke-free products Vicknatheeban Tharmalingam said, “Today’s launch of the Electric Purple IQOS ILUMA i and the Electric Dreams campaign is a signal – a signal of how seriously we take our consumers in the Philippines.”
“The growth is not accidental. It is a result of our sustained investment in our science, in our product, in our stores, in our people, and most importantly the trust that we have built through our consumers,” Tharmalingam said.
The heat-not-burn products are designed exclusively for adult smokers and nicotine users, and they are not intended for minors or non-smokers.
