IQOS has launched its Electric Dreams platform, a six-week interactive experience with digital challenges for adult nicotine users in Egypt.
The initiative includes sequential missions every two weeks, allowing new users and existing IQOS Club members to enter draws. Eighteen winners will be selected for trips including Cargo Karting in Portugal, Midnight Mirage in Morocco, Sleep-in Symphony in South Korea, and Beats Below Zero in Slovenia. Egyptian experiences feature Coastal Rhythm in Sharm El Sheikh and Summer Ease on the North Coast. Jonathan Kwak, Smoke-Free Products Director for Egypt and Levant at Philip Morris International, said the platform aims to transform curiosity into real experiences. He added that IQOS encourages adult smokers to switch to a better alternative. Registration is available via the official IQOS website. Heated tobacco products heat tobacco at lower temperatures than cigarettes, producing an aerosol with reduced levels of harmful chemicals.