Capitalizing on a certain problem solution
IQOS is mostly aimed at smokers, so they have a more healthy alternative. One of its features is less smell and according to some research, no passive smoking. Heating doesn’t produce smoke (only aerosol), so people around shouldn’t be affected by it.
In shopping malls, through the glass of premium-looking IQOS boutique stores, you could see people using the devices with similar gestures to traditional smoking. On IQOS-sponsored events, you could find venues in which you could ‘smoke’–even if it was forbidden to smoke cigarettes there. IQOS also launched a set of Friendly Spaces where you can smoke indoors–in restaurants, clubs, etc.
As a smoker, looking at those people, you’d get interested enough to try the product.