Most of the people related to tobacco or cigarettes must know that e-cigarettes were invented as an alternative to cut back on the use of traditional cigarettes. However, young people found the electronic cigarettes most attractive. This is the situation that has made the concerned authorities worried about the situation such as San Francisco. Therefore, the industry experts are tending to develop a new range of products for the adult smokers.
Following the step taken by San Francisco, the Californian city decided to ban the sale of electronic cigarettes. Manufacturers “target our children with their advertising and addict them to nicotine products,” the Democratic mayor accused London Breed. However, this decision has affected the booming sector of e-cigarettes, e-juices and vaping devices.
Faced by a lot of criticism, the American company has left no stone unturned to defend itself. In USA, the electronic cigarette manufacturers may be having tough times but its activity is not limited to this country only. Its products are available in several European countries, including Switzerland.
Free starter kit
The tobacco industry is increasing its communication efforts to promote the benefits of steaming. The giant Philip Morris wants to change the habits of Swiss consumers with his substitute IQOS, for “I Quit Ordinary Smoking”.
And as a part of major communication campaign, the company has offered a starter kit. The multinational’s boss for Switzerland, Dominique Leroux, is displayed on glossy paper, with this message: “Consumers no longer have any reason to choose cigarettes.” The new device is at hand with six free packages. When contacted, the company did not reveal any figures on the number of kits distributed, while ensuring that it had “achieved the objectives”.
Philip Morris assures that he only addresses adult smokers. “The product was only delivered after verification of identity, an interview with sales staff and registration,” replied the company’s spokesman. In March, Addictions Switzerland published a study on steaming among young people, with a focus on tobacco to be heated, IQOS category. About 2% of boys and 1% of girls aged 15 have tested this type of product at least once in their lives.
After four years of launch, IQOS represents 2.5% of the Swiss market tobacco industry share and have almost 50,000 converts. It means the company is already striving to attain significant share but with the adult customers only, so it has no fear what comes on the regulatory level.