ARKx & HYO: Heated Tobacco by Itagency

ITAGENCY has always aimed to interpret market trends in order to find the best new-generation products to introduce into the Italian market.

The partnership with Montepaz, an Uruguayan company that produces the ARKx device and the HYO tobacco line, is the perfect example of ITAGENCY's modus operandi, and now we will tell you why.

After about ten years since the first appearance of tobacco sticks and devices for their use in Italy, it is now clear that Italy is a market that has adopted heated tobacco as the preferred method of consumption over traditional combustible tobacco.

The percentage of consumers who have chosen heated tobacco is around 20% of the total, a clear sign of the success of this product category in our country.

Based on these data, ITAGENCY decided to think about the best way to include heated tobacco in its catalog, choosing an alternative path compared to the main players in the sector. This was made possible thanks to an exclusive distribution agreement with Montepaz, an Uruguayan company with over 140 years of experience in the production and processing of tobacco, now entering the new-generation product segment with ARKx and HYO.

ARKx is a device that heats a particular type of shredded tobacco, HYO, at different temperatures. It is a true portable vaporizer optimized for heating tobacco. The use of HYO tobacco (Heat Your Own) is strongly recommended, as it would not perform well with normal shredded tobacco due to its low moisture content, nor with pipe tobacco, which is generally more moist and aromatic but chemically formulated for combustion at high temperatures in a pipe.

ARKx and HYO offer a completely new way to experience heated tobacco, giving the consumer total control, who for the first time can independently adjust the heating temperature with a range from 180° to 230°. The experience changes significantly with the varying temperature, allowing each consumer to find the perfect setting for their needs.

The use is very simple. ARKx has a heating chamber that is manually filled with about 0.20g of shredded tobacco (a bag contains 15g, making the cost per session extremely convenient compared to any other product in the same category). Simply press the power button five times, and the device begins heating the tobacco to the defined temperature. After a maximum of 20 seconds, the device is ready for use for the next five minutes before it automatically shuts off at the end of the session.

At any time, the consumer can decide to interrupt the session and resume it later without the tobacco undergoing any alteration in the meantime.

The HYO line, to be paired with ARKx, offers different flavors, each with 15g. The high-quality tobacco, skillfully processed, is a unique product that provides a pleasant experience thanks to the combination of natural tobacco and a perfect balance of natural aromas and essences.

For the launch of the new line, Montepaz has planned a communication campaign that conveys the quality of the product to consumers through the emotional component.