KUWAIT: LEVELS has unveiled the fourth edition of Levels Kuwait, a homegrown annual gathering held in the heart of the desert. This unique event brings local brands together to showcase their products while immersing visitors in an atmosphere that seamlessly blends modernity, luxury, and the rich tapestry of Kuwaiti culture and traditions. Bader Al-Ajmi, founder of Levels Kuwait, revealed that the vision behind establishing this exceptional destination stemmed from a desire to highlight the captivating elements and natural beauty of Kuwait’s landscape.

By attracting prominent local and international companies, Levels Kuwait has created an unprecedented model where visitors can enjoy local culture in a luxurious setting that caters to their every need, ensuring a truly distinctive experience. This approach has positioned it as a premier destination for both corporate functions and individual gatherings, bringing together leading international brands under its expansive umbrella.

This year’s event, featuring the IQOS brand for the first time, is a distinctive addition. Ross Donovan, General Manager of Philip Morris Kuwait, noted that he personally believes the event reflects Kuwait’s unique character and serves as an exceptional destination for spending quality time while enjoying a wonderful blend of heritage, luxury, and local culture

In an exclusive interview conducted at the event, Ross Donovan elaborated on the significance of IQOS’ participation and PMI’s vision for a smoke-free future. “PMI remains committed to achieving its vision of a smoke-free future through a fundamental transformation in its approach, leveraging scientific research to develop alternatives that present reduced harm compared to continued smoking,” he stated. Donovan also discussed the inherent challenges in shifting consumer behaviors, particularly the importance of establishing meaningful communication with adult smokers and effectively conveying scientific information that empowers them to make informed decisions about changing their habits.

Replacing cigarettes with smoke-free products

Ross Donovan also noted that PMI has made significant investments in research and development to create alternatives such as IQOS and VEEV. The company sees these innovations as a way to reduce harm while still providing satisfaction to adult smokers. With IQOS now outselling Marlboro worldwide, and available in over 95 markets, PMI is demonstrating that a smoke-free future is within reach.

Overcoming cultural and regulatory challenges

When asked about the challenges the company faces in achieving its vision, he said: “The process of transitioning away from cigarettes requires time and cooperation from all stakeholders, including civil society, the healthcare sector, the media, and legislative and regulatory bodies in each country. Smoking is a harmful habit, and the regulatory challenges can slow down its adoption and limit the access to crucial information about alternatives. However, success stories like Japan — where in some cities over 50% of smokers have transitioned to IQOS devices — show that a large-scale transformation is indeed achievable when supported by targeted policies and increased consumer awareness.”

A commitment to harm reduction and responsible marketing

Also, Ross Donovan emphasized PMI’s commitment to its mission to target existing adult smokers, not non-smokers or youth. The company ensures strict age verification policies and marketing strategies that do not appeal to non-smokers. Scientific studies indicate that IQOS eliminates combustion, reduce harmful exposure of chemicals by approximately 95 percent compared to traditional cigarettes. Consequently, the aerosol it produces is fundamentally different from cigarette smoke and significantly reduces exposure to harmful chemicals found in conventional cigarette smoke by 90-95 percent. However, while it is not risk-free, PMI emphasizes that switching to these alternatives is a better choice for those who would otherwise continue smoking.

Environmental sustainability and consumer accessibility

Commenting on the company’s efforts toward sustainability, Donovan said that PMI is also working to reduce the environmental impact of its business across the entire supply chain. The company has introduced recycling programs for disposable vapes and is actively working to minimize waste. However, cost remains a key concern for consumers, and PMI has already lowered the prices of its smoke-free products, making them accessible to adult smokers who want to switch to less harmful alternatives.

A smoke-free Kuwait and beyond

Since launching in Kuwait, PMI has seen a steady rise in the adoption of smoke-free product adoption of smoke-free products, particularly with the introduction of IQOS ILUMA two years ago. By participating in local events, raising awareness about alternatives, engaging with communities, and educating consumers, the company has accelerated its mission in the region. Looking ahead, PMI remains committed to expanding access, improving affordability, and working with regulators to facilitate a smoke-free future.