An impressive 75,000 Filipino adults have successfully kicked the habit and chosen IQOS as their preferred alternative to smoking since its introduction in the country three years ago. With a steadfast commitment to achieving a smoke-free Pilipinas, Dave Gomez, PMFTC’s communication director, expressed optimism that more adult smokers would make the switch as the company continues to innovate and expand its presence.
IQOS devices utilize a groundbreaking HeatControl™ Technology, which effectively heats tobacco-filled sticks called HEETS without burning them, thus releasing a water-based aerosol. Unlike traditional cigarettes, IQOS doesn’t burn tobacco, meaning it produces no smoke or ash. PMFTC, Inc., the local partner of Philip Morris International, launched IQOS in Metro Manila as a pilot area and has since expanded its availability to the entire country.
To commemorate its third anniversary, PMFTC organized IQOS Together.X, a series of exclusive events reserved for IQOS CLUB members—a first-of-its-kind initiative in the Philippines. Members enjoyed a craft-beverage journey at OTO in Poblacion, Makati, on June 17 and later savored a special tasting menu prepared by the renowned team at TOYO Eatery on June 23. The grand finale of IQOS Together.X took place at The Yuchengco Museum on June 29, where the exhibition showcased the winners of the 2021-2022 Philippine Art Awards. The night was elevated by The Moment Catering’s signature offerings, making it a truly spectacular affair attended by over 150 members.
Globally, approximately 18.5 million smokers across nearly 70 countries have abandoned cigarettes in favor of heated tobacco, a scientifically validated and significantly better alternative to smoking. Last November, PMFTC introduced BONDS by IQOS, a more affordable device, prompting Gomez to speculate on the potential impact if all 15 million Filipino smokers who continue to smoke made the switch to heated tobacco products—a substantial reduction in smoking-related diseases.
PMFTC Inc., a merger between LT Group Inc. and Philip Morris International Inc., spearheads a transformation across the Philippine tobacco industry. As an employer of choice, a prominent buyer of tobacco leaves, a contributor to the public purse, and a law enforcement partner, PMFTC Inc. is committed to creating a smoke-free future. Upholding a strong dedication to meeting both adult consumer preferences and rigorous regulatory standards through expertise in science and technology, the market leader aims to provide better alternatives to adult consumers and catalyze a smoke-free society in the Philippines.
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Doctor highlights harm reduction as the most effective approach to quitting smoking. Over one million Filipinos have successfully quit smoking, according to the DOH.
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