Camel Producer is Releasing a Cigarette that Heats Tobacco

July 06, 2015

Reynolds American is releasing a cigarette that heats tobacco instead of burning it, looking to make profit on the rising hunger for alternatives to conventional smoking products.


The nation's second-largest cigarette company reported Monday that it will start marketing Revo — a smoking product that utilizes a carbon hint that heats tobacco after being lighted — in Wisconsin in February 2015. Reynolds claimed the cigarette is a "rebranding" of its Eclipse product first released in the mid-1990s with minor success. "Heat-not-burn concept was already present 20 years ahead of when consumers were prepared for it. It required the mass presence of vapor products in order to launch an experience-base that smokers comprehended," explained J. Brice O'Brien, leader of consumer marketing for the producer of Camel and Pall Mall cigarette brands. "The cigarette user may only compare heat-not-burn to a combustible and it lost every time. However nowadays we face a complitely new case."

Revo is an "innovative cigarette" that — as opposed to popular e-cigarettes that utilize liquid nicotine — includes genuine tobacco, which could make them more eye-catching to cigarette aficionados, O'Brien added. The brand is being presented with an advertising campaign that informs smokers that it is completely distinct and more difficult to use than conventional cigarettes but to "keep with it, since it's absolutely worth it," O'Brien mentioned. Revo will be available for about the same cost as a premium package of regular cigarettes, which differs across the country but is close to $6.

The company's step follows that of international Marlboro manufacturer Philip Morris International that released Marlboro HeatStick and an associated device called iQOS in a test market in Nagoya, Japan, several weeks ago. The short, cigarette-like sticks are warmed to almost 350 degrees Celsius in the hollow pen-like device to generate a tobacco-flavored nicotine vapor.

Philip Morris International (PMI) has some other ideas regarding another test market in Italy, with additional expansion projects in 2015. It is one of the so-called "reduced-risk" products PMI intends to test as the market diversifies beyond conventional cigarettes despite decreasing demand. The world's second-largest cigarette maker and former parent company Richmond, Virginia-based Altria Group have predetermined to share their technological innovation for electronic cigarettes and some other new options to conventional cigarettes, so HeatSticks could possibly be marketed in the U.S. sooner or later.