The challenge:

In Indonesia, IQOS needed to break through a market deeply rooted in traditional smoking culture and misconceptions about smoke-free alternatives. The task was to raise awareness and understanding of what IQOS truly is an innovative heat-not-burn product while sparking meaningful online and offline conversations to establish the brand as the leader in its category.

The Solution:

We launched Pleasure Responsibly a campaign designed to connect with adult smokers on both an emotional and rational level. Through integrated storytelling, education, and experiential activations, we showed that IQOS offers real tobacco satisfaction without the smoke. The campaign invited smokers to rethink their habits and discover a more responsible form of pleasure, helping IQOS earn credibility, conversation, and conversion within a challenging market.

Role: Creative Director, Art and Copy
Agency: Leo Burnett
Team: Executive Creative Director – Ravi Shanker