Smoke-free device Iqos is leaning into style and self-expression with the launch of Electric Purple, a bold new colorway for its Iluma devices.
Unveiled during a launch event in Manila, the metallic violet finish pairs fashion-forward visuals with a campaign built around music, travel and immersive experiences, giving the latest release a stronger fashion and lifestyle identity. The new colorway will be available for the Iqos Iluma Prime, Iqos Iluma and Iqos Iluma One devices.
While the technology behind the smoke-free lineup remains unchanged, the latest release shows the brand’s growing focus on aesthetics and lifestyle-driven branding.
According to Henry Yap, Iqos brand manager, the new colorway reflects the brand’s long-standing focus on curiosity and exploration.
“More than just a color, Electric Purple represents what happens when curiosity becomes the energy that drives you forward. That idea has always been at the heart of everything Iqos does,” he said.
Alongside the launch, Iqos also introduced “Electric Dreams,” a promotional campaign centered on curated international experiences across music, art and motion. The launch event itself leaned heavily into the campaign’s lifestyle concept, featuring separate rooms inspired by the five featured countries, each paired with its own DJ set and immersive visual experience.
The campaign offers raffle opportunities for immersive trips in Switzerland, Portugal, Slovenia, Morocco and South Korea.
Among the featured experiences is a chance to join one of the world’s largest street music festivals in Switzerland aboard a moving parade float.
In Portugal, winners will take part in a nighttime go-kart race along Lisbon Harbor, with the city skyline serving as backdrop and an electric purple-lit track guiding the course.
The Slovenia leg includes a journey deep into the famed Postojna Cave, culminating in a live underground concert that Yap described as “raw, immersive, and unforgettable.”
Meanwhile, Morocco’s “Midnight Mirage” offers an intimate live performance in the Agafay Desert under a starlit sky, while South Korea’s “Street and Symphony” combines classical music and sensory storytelling through a private orchestral performance in a world-class theater.
“These are not just events or giveaways. They are immersive, meaningful experiences made possible for those who choose Iqos,” Yap said.
Filipino adult nicotine users who purchase an Iqos Iluma device in Electric Purple and join the Iqos Club until July 29 will earn raffle entries for the campaign. Five draw dates are scheduled throughout the promo period, with 10 winners set to receive international experience packages.