Take a walk through the forest — right inside the store.
By celebrating Earth Day, each of us expresses appreciation for the world around us — each in our own way. And if you happened to visit one of the IQOS stores in shopping malls on this day, you may have felt yourself transported — if only for a moment — from the rush of the city into the calm embrace of a green forest.
The IQOS brand has long been committed to encouraging its users to act responsibly toward the environment. One of the ongoing initiatives supporting this mission is the collection of used tobacco sticks at IQOS stores. Store staff gather the used sticks and hand them over to an external partner who processes them into a material component for asphalt — later used in the construction of new roads.
To mark Earth Day, we placed blocks of recycled asphalt in stores as part of moss-covered installations featuring live plants. At selected locations, customers could also enjoy freshly made green smoothies from local ingredients or cold-pressed juices.
