Case Study

IQOS Pop-Up: London

High-impact pop-up retail bringing a smoke-free future to North London

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Performing area in retail

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The challenge:

As the leading Heated Tobacco brand in the world, IQOS is changing the lives of millions of consumers

But consumers need to be aware of the positive change they can make, and in a heavily restricted market, it’s hard to stand out and shout about new products. IQOS needed a pop-up retail activation that would engage smokers in environments where they might be open to considering a new way of consuming nicotine.

What we did:

We researched, selected, arranged and activated an IQOS pop-up experience at The Angel Centre in North London – one of the UK’s most premium local shopping centres.

Set up during a vibrant summer period, we designed and executed a pop-up bar and lounge experience that paired specialist cocktails with connected IQOS flavours, provided lounging areas for consumers to the trial products, meet with experts and enjoy the sun, and gave smokers the best opportunity to move to a new alternative!

The key to the execution was creating a welcoming, open and fun environment, and we ensured the pop-up gave “summer vibes,” with great brand ambassadors, music and sunkissed atmosphere, and a great sense of relaxation

“A great example of agility, teamwork, and cross-functional collaboration; your contribution is highly appreciated and valued.”

Vita Telesie, Head of Retail

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