IQOS | TEREA LIMITED EDITION
Intro
Marking 95 years of Papastratos in Greece—the country where TEREA is produced—the objective was to design 10 limited-edition TEREA packs inspired by Greece, celebrating its values, symbols, and iconic imagery.
The challenge
The challenge was to create a compelling concept and narrative where the pack design would become the hero of the campaign, extending seamlessly across every IQOS touchpoint, from digital channels to IQOS stores.
The outcome
Inspired by Greece—its iconic landmarks, distinctive imagery, and timeless stories—we designed 10 limited edition TEREA packs.
While preserving each pack's unique color identity, we introduced a bespoke design element inspired by Greece: from the boat that evokes the Greek summer, to the lighthouse that guides the way, the olive tree as the ultimate Greek symbol, and even the traditional ceramic jar and the local café / tavern where the best stories are shared.
Campaign Video
To further enhance the visual storytelling, we created a campaign video that brought the designs of the 10 limited edition packs to life through a seamless visual journey.
The video was featured on the IQOS CLUB platform and across digital screens in IQOS stores.
Brand Retail Activation
At the same time, we developed a dedicated Brand Retail Engagement Application for IQOS stores, inspired by the 10 limited edition TEREA packs.
In just a few simple steps, visitors could select their favorite pack and describe the emotion it evoked. Their responses were instantly transformed into a real-time word cloud, revealing the emotions that resonated most with consumers.
IQOS CLUB
On the IQOS CLUB platform, we created custom content inspired by all 10 pack designs.
By completing a series of missions, club members earned the chance to enter a grand prize draw, with four luxury travel experiences to popular Greek destinations.
Designer Collaboration
Alongside the IQOS CLUB activation, a special collaboration came to life.
We partnered with the acclaimed Greek fashion designer Angelos Bratis, whose work is deeply rooted in Greek identity, geometry, and color.The collaboration resulted in 95 numbered silk scarves, available in four colorways and inspired by the 10 limited edition TEREA packs, created for 95 lucky contest winners.
The campaign successfully celebrated Papastratos' connection to its birthplace, Greece.The 10 limited edition TEREA packs captured consumers' attention, while the campaign itself became a milestone, marking the first time custom-designed TEREA packs were created exclusively for the Greek market.
