CPG Industry Innovator: Rothmans, Benson and Hedges—A Commitment to a Smoke-Free Canada

When we think of the word innovation and what it means, Rothmans, Benson and Hedges exemplify the definition. In 2019, they unleashed their “Unsmoke” campaign encouraging Canadians to quit smoking. The motto:

  • If you don’t smoke, don’t start.
  • If you smoke, quit.
  • If you don’t quit, change.

As part of this initiative, Rothmans, Benson and Hedges took to the streets cleaning up cigarette butts at Yonge-Dundas Square in Toronto.

They also launched https://www.unsmoke.ca, which is loaded with information and resources for Canadians who want to say goodbye to cigarettes.

So, what else are they doing as part of their initiative to help smokers say goodbye to cigarettes? New products and solutions to help smokers transition to a smoke-free future by offering smoke-free alternatives to cigarettes.

In 2021, they announced a new alternative to cigarettes, a vape product that aims to support Canada’s goal to be smoke-free by 2035.

Understanding, commitment and loyalty are three words that come to mind when we think about Rothmans, Benson and Hedges and their commitment to innovating for positive change for Canadian families.

Kudos to you Rothmans, Benson and Hedges.

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