This year on Valentine’s Day, IQOS chose to celebrate all types of love, from the one we feel towards ourselves to the one we share with our communities, by launching the first collection of recycled doors for IQOS ORIGINALS DUO, each with unique finishes and textures. The collection was inspired by all these types of love that pass the test of time, renewing themselves endlessly.

The “Love whatever feels right for you” campaign is deployed through a communication mix covering all available channels. In IQOS Club, the campaign features a very special partnership with the psychotherapists from Mind Education, while in brand retail we prepared a special engagement in collaboration with the ladies from Livrez Dragoste, where customers can get premium handwritten letters for their loved ones.