What is the cigarette alternative of the future?
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top 8
6 months ago
Small pic accenture smoking 1

The past decade has seen a huge increase in the use of alternatives to cigarettes, especially among the younger demographic. Millions of smokers around the world are switching to vapour, heated tobacco, and oral nicotine. Vaping products such as JUUL, a popular type of e-cigarette, have gained special appeal among Millennials and Gen-Z with their sleek designs, flavoured varieties and quick nicotine peaks.  We want to look beyond today's options (vapour, heated tobacco, oral nicotine) and imagine new cigarette alternatives that will appeal to people's lifestyles and preferences 5-10 years from now.


Please answer the following deliverables to propose your idea for the cigarette alternative of the future. Your idea should be possible 5-10 years into the future and it should be significantly different than products that are already mainstream today.

  1. What is the form of your idea?  Explain how it works and how people will use it.
  2. In a few sentences, give us the quick pitch to sell your idea.  Why would your idea become popular?  What benefits does it have over today's existing options?  
  3. Who would be the key target demographic(s) for your idea and what is the rationale? (think about the consumers most likely to buy your product and why)
  4. Where would you expect to find this product?  In-store, online, anywhere else?

BONUS: Please include a visual to show us your idea!  It can be something as simple as a sketch / drawing of what you have in mind.  


  • Your idea should not simply repackage existing ideas such as vape pens & heated tobacco sticks. It should also not re-purpose existing technologies for different smokable material such as cannabis. Your idea needs to be significantly different from products that are already mainstream today.
  • We are interested in ideas that will be possible 5-10 years into the future.  They do not need to be possible today.  
    Submissions will be graded on the following criteria:
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