A color is never just a color—it’s personality, expression, and conversation.
IQOS ILUMA i introduces Electric Purple, a striking new colorway inviting adult nicotine users to embrace vibrant and unexpected experiences. The new colorway embodies a sense of energy and connection between people, places, and ideas. More than a design statement, it’s a call for adult smokers seeking better alternatives to cigarettes
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Stay Curious
IQOS presents Electric Dreams, a campaign rooted in the belief that curiosity fuels continuous innovation. Designed to transform curiosity into unforgettable moments, Electric Dreams introduces specially crafted experiences around the world—from the coastal landscapes of Portugal to Slovenia’s echoing caves and the quiet serenity of South Korea. Each destination invites guests to step into a story and experience something electrifying.
The initiative encourages adult nicotine users to approach discovery with curiosity and openness. For IQOS, Electric Purple is not just a color, but an invitation to explore new experiences, embrace curiosity, and discover better alternatives to continued smoking.
The IQOS ILUMA i ONE in Electric Purple arrives on May 16 at IQOS stores, IQOS.com, Lighters Galore, and select 7-Eleven branches nationwide.
Government Warning: This product is harmful and contains nicotine, which is a highly addictive substance. This is for use only by adults and is not recommended for use by non-smokers.
Featured Image and Photos: IQOS
Frequently Asked Questions
The IQOS ILUMA i Electric Purple is a striking new colorway introduced to the IQOS ILUMA i tobacco heating system product line. More than a simple design update, this permanent colorway serves as a bold visual statement meant to embody energy, style, and connection, inviting adult nicotine users to explore better, smoke-free alternatives to traditional cigarettes.
The “Electric Dreams” campaign is a global initiative launched by IQOS rooted in the belief that curiosity drives continuous innovation. The campaign aims to encourage adult smokers to look beyond the ordinary by creating unique, immersive storytelling experiences that connect technology with lifestyle, passion, and discovery.
The campaign features specially curated, once-in-a-lifetime experiential concepts across the globe. These unique adventures are set in diverse international backdrops, including high-energy coastal karting along the coastlines of Portugal, subterranean audiovisual tours inside the freezing cave glaciers of Slovenia, and an intimate “sleep-in symphony” orchestra venue experience in South Korea.
The pocket-sized, all-in-one IQOS ILUMA i ONE model in Electric Purple officially hit retail shelves on May 16, 2026. Adult consumers can purchase the device nationwide at official IQOS brick-and-mortar stores, via the brand’s e-commerce website (IQOS.com), at Lighters Galore locations, and across select 7-Eleven retail branches.
Yes. According to PMFTC Inc. (the Philippine affiliate of Philip Morris International), while the compact IQOS ILUMA i ONE model was the first to launch in mid-May, the premium and mid-tier variations—specifically the IQOS ILUMA i and the top-of-the-line IQOS ILUMA i PRIME—are scheduled to debut the Electric Purple colorway in the local market shortly after.
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