IQOS – Your Best Break-Up Ever?

Client: IQOS (Philip Morris) Agency: CAYA / Avantgarde Role: Concept & Copy

Reimagine IQOS’s referral program as something emotionally compelling and culturally relevant, and not just another “invite a friend” mechanic.

Deliverables: The full set of promotional materials, as well as giveaways and a toolbox of consumer engagements to be deployed across the markets.

We framed the switch from cigarettes to IQOS as a break-up - not a sad one, but the best break-up of your life. To bring it to life, we created bold, shareable copy and referral materials - but also executed the concept physically with “Best Break-Up Merch” and consumer engagements designed to spark curiosity, start conversations, and give people something to keep or post.

I led the creative development of this campaign territory, from strategy to storytelling. That included: • Writing the concept derivation and emotional arc • Developing the tone, narrative structure, and refer-a-friend voice • Crafting headlines, calls to action, and rationale text for client presentations • Shaping the consumer-facing campaign hook into a full activation concept

• It’s emotionally relatable - everyone’s outgrown something. • It uses curiosity as the trigger, perfectly aligned with IQOS’s "Forever Curious" platform. • It turns a referral into something deeper - an empowering moment between friends.

“Not every break-up needs ice-cream.”

“Me and minding my business just made it official.”