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The company, which recently surpassed $10 million in annual revenue, also saw a 50% rise in sales when the pandemic hit as cigarette and vape users looked for safer alternatives in the midst of contagious respiratory illness

In January 2026, Philip Morris International presented to the FDA's Tobacco Products Scientific Advisory Committee, advocating for a claim that switching entirely to ZYN could lower the risk of six smoking-related diseases

Since Marlboro is going to be Philip Morris & Company's major entry in the popular-priced filter field, the advertising must stand out and be remembered in a field distinguished by conflicting and very similar claims." Burnett's conclusion from Roper's research was direct: emphasizing filter technology would only reinforce the anxiety it was meant to ease

The campaign, titled Business or Exploitation?, exposes the tobacco industrys exploitation of individuals with mental health conditions and members of the military, with startling facts, such as: Big Tobacco has given away free cigarettes to psychiatric facilities
