Curious? A new Philip Morris campaign targeting young people

Launched in 2024, Philip Morris’s “Curious X” advertising campaign for IQOS, its heated tobacco product, is becoming increasingly visible at Swiss festivals. Electronic music, celebrities, contests, and immersive experiences: the brand is creating a festive atmosphere centered on curiosity and discovery, elements particularly likely to appeal to teenagers. Check out our new factsheet on this topic !

If you’re interested in the topic of the tobacco industry targeting young people, check out our series: “For Adults Only”: Young People targeted by the tobacco industry.