IQOS, the number 1 tobacco heating system1, announces the launch of its latest platform, “Electric Dreams,” an interactive experience spanning six weeks, targeting adult nicotine users. This initiative comes as part of the brand’s aim to create lifestyle experiences that reflects adventure and transforms curiosity into a unique reality that connects the digital world to spaces inside and outside Egypt.
The platform supports a competition based on a series of digital challenges and missions announced sequentially every two weeks, giving participants multiple opportunities to enter draws and win. New IQOS users as well as existing IQOS Club members can participate by completing missions on the official platform throughout the campaign period.
At the conclusion of the competition, 18 winners will be selected to embark on various experiences, including international destinations such as “Cargo Karting” in Portugal, “Midnight Mirage” in Morocco, “Sleep-in Symphony” in South Korea, and “Beats Below Zero” in Slovenia. Within Egypt, rewards include captivating coastal experiences such as “Coastal Rhythm” in Sharm El Sheikh and “Summer Ease” on the North Coast, with registration and participation available through the company’s official website.
Commenting on this, Jonathan Kwak, Smoke-Free Products Director for Egypt and Levant at Philip Morris International, stated: “We believe that the experiences and moments people live are part of the way they express themselves. Through Electric Dreams, we aim to offer an interactive experience that gives adult nicotine users the opportunity to transform curiosity and energy into real moments and experiences that can be lived and shared. IQOS continues to develop experiences that combine innovation, interaction, and contemporary lifestyles, reflecting the aspirations and diverse interests of Egyptian adult nicotine users.”
He added: “We continue our efforts to encourage adult smokers who would otherwise continue smoking, to switch to a better alternative such as IQOS”.
Heated tobacco products, while not risk-free, are a better alternative for adult smokers who would otherwise continue smoking. Tobacco combustion in cigarettes occurs at approximately 800°C, while IQOS heats tobacco, producing an aerosol instead of smoke, and this has been shown to result in lower levels of harmful chemicals compared to cigarette smoke.
To participate in the “Electric Dreams” competition, registration is available through the following link:
https://www.iqos.com/eg/en/win-electric-dreams-iqos-iluma-i-electric-purple.html
Philip Morris International: A Global Smoke-Free Champion
Philip Morris International is a leading international consumer goods company, actively delivering a smoke-free future and evolving its portfolio for the long term to include products outside of the tobacco and nicotine sector.
The company’s current product portfolio primarily consists of cigarettes and smokefree products, including heat-not-burn, nicotine pouch and e vapor products. Our smoke-free products are available for sale in over 105 markets, and as of December 31, 2025 PMI estimates they were used by over 43 million legal-age consumers around the world, many of whom have moved away from cigarettes or significantly reduced their consumption.
The smoke-free business accounted for 43% of PMI’s first-quarter 2026 total net revenues. Since 2008, PMI has invested over $16 billion to develop, scientifically substantiate and commercialize innovative smoke-free products for adults who would otherwise continue to smoke, with the goal of completely ending the sale of cigarettes. This includes the building of worldclass scientific assessment capabilities, notably in the areas of pre-clinical systems toxicology, clinical and behavioral research, as well as post-market studies.
Following a robust science-based review, the U.S. Food and Drug Administration has authorized the marketing of Swedish Match’s General snus and ZYN nicotine pouches and versions of PMI’s IQOS devices and consumables – the first-ever such authorizations in their respective categories. Versions of IQOS devices and consumables and General snus also obtained the first-ever Modified Risk Tobacco Product authorizations from the FDA.
With a strong foundation and significant expertise in life sciences, PMI has a long-term ambition to expand into wellness areas.
References to “PMI”, “we”, “our” and “us” mean Philip Morris International Inc., and its subsidiaries.
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1 PMI global estimate of total In-Market Sales of Heated Tobacco Units as of December 2024.
