Chapter 29 The tobacco Industry

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The tobacco Industry: R J Reynolds

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"The occasion for tobacco's return to the political stage was the revelation, via press

leaks, of the R.J. Reynolds Tobacco Company's strategy for targeting two new brands

of cigarettes on groups that have proved resistant to anti-tobacco health

warnings-'Uptown', aimed at blacks, of whom some 41% smoke, compared with 31%

of whites; and 'Dakota', aimed at 'virile females' aged 18-24, not educated beyond

high school, keen to have a boyfriend, and happy to share with him in 'tough man

competition' spectator sports, such as hot-rod racing."

Lancet, March 3, 1990, p. 527

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RJR is testing a new nearly smokeless cigarette called Eclipse which heats rather

than burns tobacco, delivering nicotine on heated vapor. It is said to show reductions

of 90 percent or more in secondhand smoke and in many compounds linked to

cancer. This is RJR's biggest effort to introduce a safer cigarette since the $300

million marketing debacle of Premier in the late 1980's. Philip Morris in 1989 also lost

$350 million in an unsuccessful attempt to market de-nicotinized cigarettes.

New York Times, April 12, 1996, pp. D1 and D17

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RJR is test marketing its Eclipse smokeless cigarette in Chattanooga, Tennessee.

Because the tobacco and glycerol is heated and not burned, the health risk from

inhaling Eclipse secondhand tobacco smoke appears to be reduced more than 90%.

But the relatively high yields of nicotine and carbon monoxide suggest that the risk for

cardiovascular disease is as high as it is for regular cigarettes.

Journal of the National Cancer Institute, October 2, 1996, p. 1341

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Monday, July 24, 2000

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