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It reinforces brand credibility

A landmark 2018 review pointed out that these products expose users to substantially lower levels of harmful chemicals than cigarettes, suggesting a reduced risk for smokers who switch over completely (5)

The company plans to expand the new heated tobacco range across its European footprint in 2026 and has formed a strategic partnership with Capgemini to support its 2030 ambitions

Thus, when the TV ban was imposed, the management people at Philip Morris recognized that they were left with a potentially strong competitive edge over other companies, in that the particularly heavy advertising they had just been putting into the Marlboro brand afforded them proportionately greater sales momentum