Our Values.

Mission first

Switching adult smokers and eliminating cigarettes are at the center of all we do. Positively impact global health and be worthy of the highest social trust.

Think Big

Know no bounds. Innovate with courage and ambition.

Deliver Excellence

Put quality first, deliver the best consumer experience and achieve distinctive results, every time.

Debate & Commit

Question and disagree with candor, then be decisive and execute together.


Have a passion for action. Value each day as an opportunity to win.

Own It

Take initiative and lead by example. Own the action. Own the outcome.

Do right

Make a meaningful, positive impact on our communities.