Emmanuel Babeau
Analyst · Owen Bennett of Jefferies
Yes. Sure, Owen. So on the commercial spending, of course, here it's expecting, we believe realistically, that in many markets, the situation on COVID will gradually improve. So everybody believe that in many markets with the vaccination and positive evolution starting in the summer, we're going to see a switch to a gradual improvement. So, as you know, during a significant period of time, because of COVID, we've been somewhat limited restricted in commercial action, I would say, across the portfolio, but of course, starting on our IQOS business. So as we see the market opening up, it will, in a general manner, be time to be back on communication, on making our IQOS product known, build awareness, again, around IQOS is absolutely key in building our IQOS business and obviously, that will trigger more commercial and marketing activity. On top of that, you're absolutely right, that will be a period of very important launch with ILUMA and VEEV. Although VEEV has been started to be launched, we expect a number of markets in the second part of the year. We see exactly what is the final number. We want to make sure that we do that well with the right focus. On ILUMA, you can expect key market to be first on the priority list for launch. So I'm not going to disclose at that stage the names, but you shouldn't expect key market for us on IQOS to be coming very first on the list. And of course, that will require specific investment to make sure that smokers or other already RRP user understand what is the benefit of ILUMA, why it is an even greater product than the IQOS 3 DUO and generating more conversion, more loyalty to our product, so that we require nice investment in the second part of the year. So that is really what is behind this $300 million to $400 million that we are mentioning here.