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The "Connect" aspect might refer to a specific blend or filter technology that ensures a consistent draw and taste, distinguishing them from other brands that might focus solely on strength or basic flavor

Initially, the changing attitudes around nicotine use, especially among younger populations, have increased the need for discrete, easy, and alternative delivery systems

However, they tend to be stronger in nicotine content, which makes them more addictive

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The brand has created IQOS-friendly cafes, flown influencers out to Milan for product launches, provided aura readings at events and hosted IQOS-branded parties for Playboy magazine in Germany and Cosmopolitan magazine in Russia