Eclipse (cigarette)

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Eclipse was an American cigarette brand that was developed and marketed by R.J. Reynolds Tobacco.[1] It heated the tobacco instead of burning it by using a carbon tip wrapped in glass fibers.[1] Until 2014 they were still in production, and one of the remaining choices allowed to be smoked in the offices of R.J. Reynolds facilities after the company began to restrict traditional smoking in their office facilities.[2] They were retested as "Revo" in 2015, which also failed.[3]

History[edit]

According to Associated Press the product "flopped" and in 2015 a rebranded version called "Revo" was being tested in US regional markets.[4] Meanwhile Eclipse remained in "limited production", perhaps mainly on sale in the staff cafe at Reynolds' headquarters.[4]

Revo is essentially the same as Eclipse, but with a new appearance.[5] It primarily heated tobacco instead of burning it.[5] The price was close to a premium pack of traditional cigarettes.[5]

In July 2015 the CEO of Reynolds said they "planned to discontinue its heat-not-burn cigarette Revo, which it began testing in Wisconsin in February.[3] She said consumer adoption rates failed to meet expectations."[3]

Safety[edit]

The American Cancer Society[6][7] argues that the cigarettes are not as safe as the marketing campaign suggests, and that they should be removed from the marketplace: although they produce less tar and produce less second-hand smoke, this leads to a false sense of security, since the cigarette still contains high amounts of carcinogens. Other concerns are that they produce more carbon monoxide than regular cigarettes. R. J. Reynolds has countered by claiming that the company is not trying to market a "safe" cigarette, only a better alternative.[8]

See also[edit]

  • Premier - Predecessor in concept to Eclipse

References[edit]

  1. ^ a b Melissa Schorr (4 October 2000). "Heated Dispute Over 'Safer' Cigarette". ABC News. 
  2. ^ "Camel maker Reynolds snuffs out workplace smoking". Associated Press. 23 October 2014. 
  3. ^ a b c Tripp, Mickle (28 July 2015). "Reynolds American Raises Its Earnings Outlook". Wall Street Journal. Retrieved 22 August 2015. 
  4. ^ a b "Smoke this! Reynolds launches a new cigarette that heats the tobacco instead of burning it". Retrieved 21 August 2015. 
  5. ^ a b c Greg Lindenberg (17 November 2014). "New Reynolds American Cigarette Heats Rather Than Burns". CSP Daily News. 
  6. ^ "American Cancer Society calls for removal of Eclipse cigarette from marketplace". Cancer.org. 2005-01-27. Retrieved 2009-07-16. [dead link]
  7. ^ "American Cancer Society Calls for Removal of Eclipse Cigarette From Marketplace". Charitywire.com. 2000-10-14. Retrieved 2009-07-16. 
  8. ^ "LETTER: Health Consequences of Eclipse Cigarettes". Tobacco.org. Retrieved 2009-07-16.