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HEETS Ruby Fuse

The IQOS portfolio of HEETS flavors is expanding with a new launch: HEETS Ruby Fuse - the first aromatic HEETS without menthol. The launch campaign for the new flavor is the BEST performing aromatic HEETS campaign and it was deployed with a communication mix that covered all available channels. In IQOS Club, members were offered pre-launch access to the new flavor and a special surprise, inspired by the flavor notes of Ruby Fuse, while in the IQOS stores female customers received raspberry-flavoured pralines with every purchase, between 1-8 March.