When people thought about Big Tobacco, they thought about Philip Morris.

That's our colleague, Jennifer Maloney.

Philip Morris sold many brands, but the most important one was Marlboro cigarettes, and

that's the biggest cigarette brand in the US, and a huge brand abroad as well, right?

There's an icon here, right?

The Marlboro man.

The Marlboro man.

Hot cup of coffee, a good smoke.

The simple things mean a lot out here, out here in Marlboro, country.

You know, and he's wearing the cowboy hat, and he's in, you know, Montana somewhere, and

for many people like that was, that was Tobacco, that was smoking, it was the Marlboro man.

That was the old Philip Morris.

The new Philip Morris has been trying to diversify away from cigarettes.

Over the last couple of years, the company has started moving into a new industry, health

care.

What happened?

Did it work the way that they'd hoped?

It didn't.

The CEO told me, I didn't expect people to push back on us going into health care.

I expected more encouragement for moving away from cigarettes.

And that's not at all what happened.

They had this idea that they could build a health and wellness business, and it hasn't

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