(For Release Only Upon Request from Media) Philip Morris USA To Begin Limited Consumer Research On New Cigarette_Smoking System NEW YORK; Philip Morris USA Oct; xx, 1997 will conduct limited new cigarette smoking system Ihat provides consumer acceptability research of the traditional sroking pleasure of an ultra-light clgarotte with no sidestream smoke no ashes virtually no lingering odor: and To obtain these benefits__ the smoker must become accustomed to new The new smoking way t0 smoke cigarettes. consists cigarette system specially designed to be smoked while partially  inside an electronic "Puff Activated" Lighter that heats the tobacco in the cigarette to burn temperature each time the smoker takes The cigarette does not burn continuously puff: burns only when puffed but without leaving ashes Because of this ritual change new way t0 smoke cigarettes, we wilf begin this consumer resoarch phase by allowing consumers to use the cigarette smoking system over time t0 see if there is sufficient intarest prior to going to test Nelson said John Senior Vice President, Business market In the future Development, Philip Morris USA The new cigarette and "Puif Activated" Lighter have been designed to be used exclusively with each other in order to provide adult smokers traditional with The new tobacco taste and smoking pleasure as well as the unique benefits lighter should not be used with conventiona and the new cigarette cigarettes The cannot be properly smoked without the specially-designed lighter. new I match or any lighter other than the specially- cigarette should not be Iit with designod "Puif Activated" Lightar, {hey 'Many smokers have told us clgarette which would Ilke to have offers less ambient smoke, less lingering odor and less ashtray mess "Nelson said.  "Now we are undertaking consumer research on an Ultra-Iow tar cigarette (WORKING DRAFT FOR REVIEW 10/3/97) 41-
(For Release Only Upon Request from Media) Philip Morris USA To Begin Limited Consumer Research On New Cigarette_Smoking System NEW YORK; Oct; xx, 1997 Philip Morris USA will conduct limited consumer acceptability research of new cigarette smoking system Ihat provides the traditional sroking pleasure of an ultra-light clgarotte with no sidestream smoke no ashes and virtually no lingering odor: To obtain these benefits__ the smoker must become accustomed to new way t0 smoke cigarettes. The new smoking system consists cigarette specially designed to be smoked while partially  inside an electronic "Puff Activated" Lighter that heats the tobacco in the cigarette to burn temperature each time the smoker takes puff: The cigarette does not burn continuously burns only when puffed but without leaving ashes Because of this ritual change new way t0 smoke cigarettes, we wilf begin this consumer resoarch phase by allowing consumers to use the cigarette smoking system over time t0 see if there is sufficient intarest prior to going to test market In the future said John Nelson Senior Vice President, Business Development, Philip Morris USA The new cigarette and "Puif Activated" Lighter have been designed to be used exclusively with each other in order to provide adult smokers with traditional tobacco taste and smoking pleasure as well as the unique benefits The new lighter should not be used with conventiona cigarettes and the new cigarette cannot be properly smoked without the specially-designed lighter. The new cigarette should not be Iit with match or any lighter other than the specially- designod "Puif Activated" Lightar, I 'Many smokers have told us {hey would Ilke to have clgarette which offers less ambient smoke, less lingering odor and less ashtray mess "Nelson said.  "Now we are undertaking consumer research on an Ultra-Iow tar cigarette 41- (WORKING DRAFT FOR REVIEW 10/3/97)