Tobacco giant Philip Morris International is pitching a new vision of its future—one without its signature Marlboro cigarettes.

At the center of company's "smoke-free future" rebranding effort is IQOS, a hand-held device that heats tobacco without burning it. The Food and Drug Administration cleared the product, which is sold in more than 50 countries around the world, in April.

The company argues that heating tobacco — rather than burning it — results in fewer toxic byproducts for users. U.S. regulators agreed and are now considering the company's request to advertise IQOS as a "reduced-harm" tobacco product.