Big Tobacco wants to reclaim the hearts and wallets of most adult Americans by rebranding its tarred image — pitching “smokeless” e-cigarettes, embracing the mantra “harm reduction,” and funding science that could turn tobacco plants into life-saving medicine.
That tactical shift, not surprisingly, has cultivated cynics like anti-tobacco crusader Patrick Reynolds, grandson of R.J. Reynolds, who calls the moves mere “window-dressing PR campaigns."
Even at Reynolds American Inc. (RAI) — maker of Camel cigarettes and creator of the slogan “transforming tobacco” — spokesman Rob Dunham admits the strategy is “not without its challenges; there’s a lot of history to overcome.”
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