PMI U.S., the U.S. subsidiary of Philip Morris International (PMI), announced the official launch of its heated tobacco product IQOS in the Fort Lauderdale area of Florida and the simultaneous launch of the “Be the First” pilot program. This plan is open for reservation to nicotine users aged 21 and above, with the goal of attracting the first batch of users before the product is fully launched on the market.
Previously, this pilot program has been launched in the Austin area of Texas, with more than 5,000 adult consumers participating. Currently, IQOS has been officially launched in Austin.
Stacey Kennedy, the CEO of PMI U.S., pointed out that providing a series of smokeless alternatives is the key path to help traditional tobacco users completely replace cigarettes. She emphasized that the Fort Lauderdale area, with its diverse structure featuring both culture and industry, is an ideal choice for the IQOS layout.
PMI emphasized that IQOS has been certified by the US Food and Drug Administration (FDA) as a “Low-Risk Tobacco Product” (MRTP), which means that the FDA believes it is beneficial for promoting public health.
At the marketing promotion level, PMI U.S. will carry out activities across Miami during the weekend of the Formula One Crypto.com Miami Grand Prix, conduct consumer education in the IQOS lounge, and hold the official IQOS launch event.
Consumers can join the waiting list at www.IQOS.com/us. Registration is only open to adults aged 21 and above who currently smoke or use nicotine products.
IQOS is currently available in approximately 70 countries worldwide. Since its first launch in Japan ten years ago, about 23 million adult users have completed the transition from cigarettes to IQOS.