Chapter 29 The tobacco Industry

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The tobacco Industry: R J Reynolds

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"One customer said R.J. Reynold's ill-fated 'smokeless' Premier brand, which lasted

only five months in 1988, smelled 'as if you'd just opened a grave on a warm day'."

Contra Costa (Calif.) Times, July 3, 1997, p. A17

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Fewer than 5% of smokers in testing liked the taste of Premier. "In Japan, another

team of researchers quickly learned to translate at least one sentence of Japanese:

'This tastes like shit'." CEO Ross Johnson said that it smelled "like a fart."

Barbarians at the Gate, Bryan Burrough and John Helyar, Harper and Row, 1990,

p. 112

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"Consumer dislike also quickly snuffed out RJR Nabisco Holdings Corp's smokeless

cigarette, a $325 million project first called the Premier. One person who tried it

immediately declared the cigarette 'tasted like (expletive).' And he was the company's

chief executive. Back to the drawing board. A $100 million reformulation led to a

brand- new product called Eclipse. It quickly lived up to its name and was pulled off the

shelves."

Associated Press, May 29, 1999

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"Within weeks of its unveiling, Premier had taken its place alongside the Edsel in the

pantheon of American marketing catastrophes."

Ashes to Ashes, p. 604

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R.J. Reynold's "smokeless" cigarette Premier bombed in 1990 after seven years of

research and $325 million. It was on the market for only four months.

U.S. News and World Report, February 24, 1997, p. 15

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