UNITED KINGDOM – The crowd screamed as Calvin Harris began his set at 2019’s Djakarta Warehouse Project, one of Asia’s biggest dance music festivals. The floor pulsed. As each song built, fans jumped up and down, climbed on each other’s shoulders or swayed as they filmed the DJ on their phones.
In 2017, PMI officially laid out its vision for a “smoke-free” future. André Calantzopoulos, the previously camera-shy chief executive, started giving interviews about his company’s “transformation.” He wanted to switch smokers to PMI’s new range of cigarette alternatives, which he said, would improve public health.
The Unsmoke mission is a marketing campaign for PMI’s new range of cigarette alternatives and a blatant attempt to rehabilitate the company’s image so it can once again seek to influence policy and regulations. Arguably, it has succeeded: although smoking rates have fallen in the past decade, PMI’s profits and share price have increased.
Dr Moira Gilchrist, a vice-president of PMI, told the Bureau: “Our vision is that one day smoke-free products will replace cigarettes. The sooner the world transitions away from cigarettes, the sooner we can stop making them.”Calantzopoulos makes a point of using PMI’s flagship product, a sleek gadget that looks like a cross between an iPhone and an expensive pen.
There is a consensus that switching to vaping offers the best health benefits to smokers after quitting or using patches, gum, or prescription drugs that lower cravings. Heated tobacco products release fewer harmful chemicals than cigarette smoke, but more than e-cigarettes do. Neither product has been around long enough for experts to be sure that reducing the levels of toxic chemicals also reduces overall rates of disease.
The answer comes down to economics, said Erik Bloomquist, a tobacco industry analyst. PMI could more easily adapt its cigarette manufacturing to make Heatsticks, while the profit margins for many e-cigarettes, especially those where users change the liquids and heating coils themselves, are miniscule.
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