Is Philip Morris turning its back on the Marlboro Man?

“We are building our future on smoke-free products,” insists Gabriela Wurcel, Philip Morris International (PMI) Global Services Inc.’s vp/corporate affairs for Latin America and Canada.

“Even though they are not harmless, they are a much better choice than continued smoking.”

Gabriela Wurcel, vp/corporate affairs for Latin America and Canada, Philip Morris International

In fact, the cowboy advertising icon already is riding off into the sunset in 43 different markets around the world.

“We have decided to take this bold step and to change a very successful business model for another one that is based on new products that we literally just invented ourselves,” said Wurcel.