Heatbar

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Heatbar

Test markets: Germany

Contents

Manufacturer

Philip Morris International
Philip Morris International

Description

Like the Accord cigarette, Heatbar uses a hand-held device that holds and burns cigarette that have been developed for the Heatbar device. Puffing on the cigarette activates the cigarette's burning.

Claims

"Ultra low tar cigarette with full-body taste and close to less secondhand smoke. No ash." Advertising imagery focuses on young, healthy looking people smoking Heatbar in pubic places.

Product Design Features

Similar to its predecessor Accord, Heatbar is a new generation handheld smoking device that uses puff-activated technology to heat, rather than burn, tobacco. Introduced in 2006 by Philip Morris International, and currently available in Switzerland and Australia, the battery-powered apparatus produces no ash, virtually no odor, and according to Philip Morris, reduces second-hand smoke by more than 90 percent. Heatbar is a pager-sized box in which the smoker inserts a specially designed cigarette; an illuminated display on the device indicates how many puffs of each eight-puff cigarette remain, the amount of power remaining in the rechargeable battery, as well as maintenance needs of the device’s heater cartridge (i.e. whether it needs replacing). The tobacco in the Heatbar cigarette is heated only when puffed; smokers may therefore smoke at their own pace, taking a puff from a cigarette in its holder, putting the device down, and taking another puff some time later. Of note, smokers have to lift the device to their lips for each puff. [1]

Images

Media

Publications

Industry Documents

Links

Thank You for Smoking

Market Testing

  • Started in late 2006 in Zurich, Switzerland.
  • Introduced in 2007 in Melbourne, Australia

Advertising and Selling Messages

  • PMI claims that the device reduces second-hand smoke by more than 90 percent
  • Slogans include, “The New Movement in Smoking Pleasure,” and “Ultra low tar cigarette with full-body taste and close to less secondhand

smoke. No ash."

  • Warnings that “smoke kills” are prominently displayed in German, French, and Italian
  • Implied PREP, but promotional materials make clear that “there is no such thing as a safe cigarette”

Promotion

Heatbar promotional materials feature young, “hip” adults, and include the slogans, “The New Movement in Smoking Pleasure,” and “Ultra low tar cigarette with full-body taste and close to less secondhand smoke. No ash." In addition, German (Rauchen ist tödlich, translating to “Smoke is deadly”), French (Fumer tue, translating to “Smoke kills”), and Italian (Il fumo uccide, also translating to “Smoke kills”) slogans are prominently displayed. Despite the implications of Heatbar being a reduced exposure tobacco product, promotional materials also make clear that “there is no such thing as a safe cigarette.” Philip Morris states: “We do not want you to think, nor are we saying, that smoking Heatbar cigarettes is safe or safer for you. No one knows enough to be able to say that today.”

Packaging

Purchase of the Heatbar smoking system includes the Heatbar device, four packs of Heatbar cigarettes (in four different flavor blends: Jags, Drift, Muse, and Solano; of note, Jags and Drift are higher in nicotine),a battery charger with AC adapter and power cord, a heater cartridge, heater cartridge cleaner, a velvet carrying case, a Heatbar lanyard, and marketing materials, including a promotional brochure, instructional pamphlet, and advertisements for the Heatbar Tasting Room, a bar intended to promote Heatbar among young people. The kit is available for 300 Swiss francs.

Use and the Consumer

  • Currently available in Switzerland and Australia in ‘Heatbar’ retail outlets

Smoke Emissions and Human Use

  • FTC (standard) method: according to Philip Morris, Heatbar emissions contain lower levels of “most of the harmful substances” measured, including carbon monoxide. However, formaldehyde and ammonia are significantly higher than a conventional cigarette
  • Massachusetts: not yet conducted or not available
  • Health Canada: not yet conducted or not available
  • Topography: not yet conducted or not available

Toxicity Analyses

  • Ames method in vitro: not yet conducted or not available
  • In vivo MSP: not yet conducted or not available
  • Animal exposure: not yet conducted or not available
  • Human exposure: not yet conducted or not available

Legal Compliance

  • Conforms with national laws

Community Response

  • No known organized community campaigns

Patents

Notes

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