If we'd have the superpower to make some things last longer, summer would be one of them for sure. But until we figure out how to do so, we created a campaign that's meant to prolong the summer vibe – by launching two new fruity HEETS flavours: HEETS Amelia Pearl & HEETS Abora Pearl.

This campaign includes a well-thought-out mix of channels: in-store (direct & indirect retail), through IQOS Club, but also with a special brand engagement component in HORECA and internal engagement. Also, we were present at the seaside with a lot of surprises for the ones that know how to make the most of the summer, even if they choose to party or to relax.