For decades, the biggest tobacco companies have been portrayed as villains. Now, they’re attempting a transformation, rebranding themselves as the Big Friendly Giants. This shift includes a heavy emphasis on novel products. Philip Morris International (PMI) proudly claims it is “Delivering a Smoke-Free Future”, while British American Tobacco (BAT) boasts a “A Better Tomorrow” slogan right on its front door. And what about Altria?
After a failed venture with Juul, once the king of the vaping world, Altria is now setting its sights on Njoy. This company, formerly a top e-cig brand in the U.S., holds valuable FDA approvals for its tobacco-flavored disposable e-cigs and Ace pod—now potentially a bargain at $2.75bn.
The Campaigner Who Changed Sides (Or Did He?)
Altria recently enlisted Dave Dobbins, former COO of the U.S.’s largest anti-tobacco association, as an independent consultant. Some might view this as a classic case of gamekeeper-turned-poacher. However, Dobbins argues that his belief in harm reduction has not wavered since his days at the Truth Initiative. He intends to help Altria transition adult smokers to smoke-free nicotine alternatives.
Gregory Conley, president of the American Vaping Association (AVA), defends Dobbins’s move. He suggests that Dobbins will make a more positive impact at Altria, unlike the “low-energy, money-hungry” individuals that now dominate tobacco control.
Why Giants Transitioning to BFGs Makes Sense
It’s not just a moral shift; it’s economically sensible. Tobacco giants are pivoting to BFGs because it aligns with the evolving market and regulatory landscapes. As the public and regulators push for healthier alternatives, companies that adapt can thrive both ethically and financially.
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