Pharmo International (PMI) is set to participate in the Sarajevo Film Festival in Bosnia to promote its heat-not-burn electronic cigarette, IQOS. This move is viewed as a positive step towards realizing the company's vision of a "smoke-free future" without traditional cigarettes.
On September 18th, according to local media in Sarajevo, Bosnia and Herzegovina, PMI will participate in the Sarajevo Film Festival on the 19th to promote its IQOS product through marketing activities. PMI will display a preview video in the city center to promote IQOS, providing information about why it is a better choice. Attendees can enjoy coffee and chat with PMI's scientific communicators who will convey information on the benefits of using IQOS and its scientific background.
PMI is set to release a collaborative t-shirt with local fashion company Almadebysisters. The t-shirt, designed by Almadesisters, promotes a message of no fire, no smoke, no ash, and no bad smells, and can be obtained by visitors through a tour of vehicles built under the concept of "heating our city".
PMI appears to be actively pursuing a vision of a smoke-free future in Eastern Europe. As of the end of last year, the company reported a non-combustible product user base of 21.7 million, an increase of 3.4 million from the previous year. Of these, 2.3 million adult users quit smoking in favor of non-combustible products, reaching a total of 15.3 million users.
Especially in East Asia, including South Korea, the net sales of non-combustible products account for 59% of the PMI, which is the highest percentage globally. Analysts suggest that the East Asian market is leading the global trend towards electronic cigarettes. Similarly, in Eastern Europe, the net sales of non-combustible products account for 37%, while in the European Union, it accounts for 33% of the net sales of non-combustible products.
PMI stated that they are leading the transformation in the tobacco industry by developing and commercializing non-combustible products as better alternatives to traditional cigarettes.
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