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AJPH First Look, published online ahead of print Jun 28, 2007
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August 2007, Vol 97, No. 8 | American Journal of Public Health 1368-1375
© 2007 American Public Health Association
DOI: 10.2105/AJPH.2006.101063

GOVERNMENT, POLITICS, AND LAW

"A Whole ’Nother Smoke" or a Cigarette in Disguise: How RJ Reynolds Reframed the Image of Little Cigars

Cristine D. Delnevo, PhD, MPH and Mary Hrywna, MPH

Cristine D. Delnevo and Mary Hrywna are with the Department of Health Education/Behavioral Science, School of Public Health, University of Medicine and Dentistry of New Jersey, Piscataway.

Correspondence: Requests for reprints should be sent to Cristine D. Delnevo, UMDNJ-School of Public Health, 317 George St, Suite 209, New Brunswick, NJ 08901 (e-mail: delnevo{at}umdnj.edu).

Present-day consumption of little cigars rivals that of the early 1970s when sales of little cigars boomed. This boom was largely attributed to RJ Reynolds, and documents reveal how and why they became a powerful force in little cigar sales. RJ Reynolds designed a little cigar, Winchesters, for cigarette smokers and produced one as close to a cigarette as legally possible.

Initially, RJ Reynolds intended to capitalize on the cigarette advertising broadcast ban, but the price and tax structure was more critical to Winchester’s success. Today, the tobacco industry is fighting again to sustain its unique application of federal definitions for little cigars. Regulatory efforts are needed to close taxation loopholes for the little cigar.






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