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THE IQOS HEAT IS ON IN SANDTON

Philip Morris South Africa launched its first IQOS flagship store in Sandton City, adding to its current retail footprint of 11 kiosks in leading malls across Gauteng, the Western Cape and Kwazulu-Natal.

The launch brought together media from across the country to discover the new retail space for the latest edition to the IQOS range of devices, the IQOS3. Hosted by the ever capable Derek Watts, the evening featured a series of educational and interactive displays incorporating IQOS, showing how it differentiates from traditional cigarette smoking, whilst also showcasing the devices multitude of colours, accessories and design.

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It’s a somewhat unconventional message from the world’s largest cigarette company. Philip Morris South Africa looks to build the organisations future on smoke-free products that are considered a much better choice than cigarettes.

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Sandton City is Africa’s most prestigious shopping destination, from high street labels to luxury brands and technology – the location, according to Philip Morris South Africa, is an obvious fit for the brand. The 160sqm store’s interior is minimalistic, fresh and draws cues from Scandinavian design and other IQOS flagship boutiques around the world like: London, Tokyo, Milan and Monaco to name a few. This is the first such store in Africa and a first for tobacco companies to set up retail stores.

The stores main aim is to offer customers a chance to experience this ever evolving technology whilst offering a point of support for existing users.

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“We celebrate this milestone of expanding our South African footprint, which is a meaningful stride towards realising our vision of a smoke-free future.”

– Managing Director of Philip Morris South Africa, Marcelo Nico

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IQOS, claims Philip Morris South Africa, is a better alternative than cigarettes for adult smokers who would otherwise continue smoking. What makes it a better alternative is the heating technology, which heats real tobacco instead of liquids, and *emits 95% lower levels of harmful chemicals compared to cigarettes – this does not necessarily mean a 95% reduction in risk though.

While it provides tobacco taste satisfaction, it doesn’t produce cigarette smoke smell, second hand smoke or ash. IQOS is not risk free. It still continues to deliver nicotine, which is addictive. Globally, over 7-million smokers across 47-countries have fully switched to IQOS.

Marcelo Nico concludes that while the best option is to quit smoking entirely, for those who choose not to quit, IQOS is a better choice.

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