Philip Morris USA Highlights QuitAssist™ Information Resources With New National Advertising Campaign

RICHMOND, VA (January 22, 2007) - According to the Centers for Disease Control and Prevention, in 2005, an estimated 70 percent of current adult smokers in the United States indicated they wanted to quit.[1] Quitting smoking is a popular New Year’s resolution and, because quitting can be difficult, now is the time of the year when many smokers may be struggling with their resolution.

To help smokers who have decided to quit be more successful, Philip Morris USA (PM USA) offers its free resource – QuitAssist™ – in English and Spanish, both online and as a hard copy 48-page guide. QuitAssist™ is designed to connect smokers who have decided to quit to information about quitting smoking from public health authorities and also includes keys for quitting and perspectives from successful quitters.

To continue to raise awareness of QuitAssist™ among adult smokers, on New Year’s day, PM USA began airing new radio ads in English and new television ads in both English and Spanish. Similar to the first QuitAssist™ television ads launched in March 2005, the new television and radio ads feature real former smokers who used a variety of methods to successfully quit smoking. This new national television and radio campaign supplements existing print and online advertising. In addition, PM USA will again be distributing onserts highlighting QuitAssist™ on the company’s cigarette packs.

“We recognize that quitting can be difficult and we hope that QuitAssist™ will help smokers who have decided to quit be more successful. QuitAssist™ is one of a series of actions we are taking to help reduce the harm caused by our products,” said Jennifer Hunter, vice president, Youth Smoking Prevention and Corporate Responsibility Programs. “To reduce the health effects of smoking, the best thing to do is quit.”

Since the launch of the QuitAssist™ resources:

* More than 4.4 million QuitAssist™ resource guides have been distributed.
* More than 150,000 Spanish language guides have been distributed.
* Approximately one billion cigarette packs have been produced with QuitAssist™ onserts.
* The QuitAssist™ website has received more than 1.8 million visits.

Smokers who have decided to quit can find the free QuitAssist™ resource online at www.philipmorrisusa.com or order a copy by calling 1-888-784-7848.


[1] Tobacco Information and Prevention Source (TIPS); www.cdc.gov/tobacco/news/QuitSmoking.htm

Philip Morris USA assumes no obligation to update, correct or otherwise modify any of these communication materials. We recommend that you view the most recent press releases and statements in order to receive the most current information.

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