Saim Yasin, Managing Director of Philip Morris Saudi Arabia Trading Company, speaks to Makkani about IQOS’ collaboration with Devialet, the exclusive devices brought to Saudi Arabia, and how technology, design and innovation are shaping the brand’s vision for a smoke-free future.
Why is music such an important part of this collaboration?
For IQOS, we are on a mission to change the lives of adult smokers through science, technology and innovation. Devialet is also doing something very similar in the world of acoustic technology by creating amazing and unique sound and music experiences.
We believe that technology, innovation and design are extremely important to both IQOS and Devialet. That is why we felt this would be an amazing partnership to bring something truly unique to our adult consumers around the world.
Through this collaboration, we have designed a very unique device that brings together the technology and design of both IQOS and Devialet into one remarkable expression of a smoke-free product.
This partnership is being promoted through the event in Jeddah. Will the devices also be available in IQOS and Devialet stores?
The partnership between IQOS and Devialet has resulted in these devices being made available as very exclusive and special products. They will not be sold anywhere.
Instead, adult consumers will have the opportunity to engage and interact with us for a chance to win these devices, along with the very unique Devialet earbuds.
Only 100 of these devices have arrived in Saudi Arabia. Consumers attending the event today will have the opportunity to experience the devices and Devialet earbuds in this amazing and immersive space that we have created specifically for adult smokers.
From Devialet, you are featuring the earbuds. Are you planning to introduce more products through this partnership?
For this particular partnership, we are focusing on the earbuds. However, visitors can also see and experience other Devialet products that are on display at the event.
As part of this collaboration and the event, adult consumers will have the chance to win either the Devialet device or the Devialet earbuds.
Are you looking at similar partnerships with other brands in the future?
IQOS is built on the foundation of exploring how we can accelerate a smoke-free future through innovation, design and technology.
So yes, in the future, we will be looking at more exciting partnerships that can make the IQOS brand relevant and aspirational for adult consumers around the world.
Why is the Jeddah event particularly important for you?
Saudi Arabia is going through an amazing transformation, and the Kingdom and its society are moving very quickly. We felt it was important that, alongside the success of smoke-free products in Saudi Arabia, we also offer consumers something very special and unique.
To give you some perspective, only 2,000 of these Devialet devices have been produced globally. That makes them very limited and exclusive.
We are very happy and proud to bring 100 of these devices to Saudi Arabia, giving consumers here the opportunity to experience them and be inspired by this partnership between IQOS and Devialet.
What are your future plans for making IQOS devices safer for users?
Our devices go through very regular testing based on rigorous scientific and technological protocols.
According to our research, when used with DELIA sticks, these devices produce 95% fewer harmful chemicals compared with a standard cigarette.
They have been tested and validated as a better alternative for adult smokers who would otherwise continue smoking cigarettes. For those who cannot quit smoking, switching completely to smoke-free products such as IQOS is a better option than continuing to smoke cigarettes.
There are still many people who smoke conventional cigarettes. How is IQOS reaching them, and are there new ways of educating consumers about the device?
This is where education and awareness become very important. Cigarettes are available at different points of sale, and through digital platforms as well, we are educating adult consumers about the harmful effects of cigarette products.
We are also communicating information about smoke-free alternatives such as IQOS and the research around their emissions.
Through education, awareness and the support of the media, we are working to create greater awareness among adult consumers, so they can make informed choices, quit cigarettes, or consider switching completely to a smoke-free alternative such as IQOS.
