Major tobacco company launches new product in Florida to keep millions of smokers as their regular clients
Florida – The U.S. division of Philip Morris International discreetly revealed its next IQOS rollout, choosing larger Fort Lauderdale as the most recent test market for their heated tobacco system. Adults 21 and older who now smoke or use nicotine products can register online at IQOS.com/us to guarantee a place on an exclusive waiting list under the “Be the First” trial program. This comes after a successful Austin, Texas trial in which over 5,000 people investigated IQOS prior to its commercial introduction in the state.
Aiming directly at the approximately 3.31 million legal-age nicotine users in Florida, most of whom still use combustible cigarettes or other traditional tobacco products, the program seeks to address their needs. PMI U.S. wants to push those smokers toward a product that heats instead than burns tobacco by providing a portfolio of smoke-free options, so reducing their exposure to many of the dangerous chemicals generated by fire-driven combustion.
“We believe having a portfolio of satisfying smoke-free alternatives can help traditional tobacco users switch completely and walk away from cigarettes for good,” said Stacey Kennedy, U.S. CEO of Philip Morris International.
She further explained that Fort Lauderdale’s dynamic combination of commerce, tourism, and culture made it perfect for displaying IQOS to a populace open to innovation. Kennedy underlined that although IQOS is not risk-free—it still provides addictive nicotine—the U.S. Food and Drug Administration has classified it as a “modified risk tobacco product,” indicating the government believes it could help public health if smokers completely switch.
PMI U.S. will run an IQOS lounge and educational activities in Miami during the Formula 1 Crypto.com Miami Grand Prix weekend to generate buzz around the launch. Official kickoff activities will provide local smokers with hands-on demonstrations, product tutorials, and individualized support meant to ease their departure from cigarettes.
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IQOS has now spread to over 70 nations. From smokes, it has assisted almost 23 million adults globally since its introduction in Japan ten years ago. Behind this expansion is more than $14 billion invested globally by PMI since 2008 to create and commercialize FDA-authorized, smoke-free products. PMI’s portfolio in the United States also contains HEETS heatsticks manufactured in Wilson, North Carolina and ZYN nicotine pouches—made in Owensboro, Kentucky.
PMI U.S. emphasizes responsible marketing beyond product innovation: digital ads are gated to verify consumers are 21 or older, social influencers under age 35 are avoided, and strong age-verification procedures are in place. The business also donates roughly $25 million since 2022 in philanthropic funds to organizations from veteran support to disaster relief. PMI U.S. is wagering that a superior alternative is the key to enabling more adult smokers eventually leave cigarettes behind as Fort Lauderdale is in its sights.
