It’s not smoking. Nor vaping. It’s, well -- Philip Morris isn’t quite sure what. Its best idea so far for what to call it: “HEETing.”



Philip Morris isn’t running this race alone. BAT, Reynolds, Altria Group Inc. and Japan Tobacco Inc. are all working on a variety of products.
“The race is not money, but time,”
Here in Switzerland, the Philip Morris campus isn’t smoke-free. But the company is making an effort to project a post-cigarette image. The main building has three sections: Earth, Wind and Air. Fire is missing.
Nearly everyone in the industry acknowledges that the road ahead for Big Tobacco will be long. Public health officials, and many ordinary people, are wary of the industry and its intentions.
So change won’t be easy. “Decades of history are not going to change in one afternoon.”