When Philip Morris Quits Smoking
- Ludovic Herman
- Mar 19
- 5 min read
There’s a sense of optimism enveloping the planet as Philip Morris commits to quitting smoking. This ethical shift is striking, especially from a company that has long been despised and heavily taxed, one that carries the burden of so many deaths, which it even displays on its cigarette packets.
When this global giant declares, through the voice of its CEO, André Calantzopoulos “A Smoke-Free Future,” I can't help but hold my breath, much like I did while traversing the smoky compartments of the TGV trains.
In Paris, President Macron is pleased. “You see,” he tells Brigitte while lighting her cigarette in bed, “I have paved the way, and Philip Morris is following. This is just the early stages of the spirit of generosity will flood the French companies, and not just with words.”
Smokers, however, have mixed feelings about it. Admittedly, nicotine levels have increased over the past decade to cater to loyal customers. For the more skeptical, there’s a nagging feeling of being deceived once more. Nevertheless, this narrative is inspiring in multiple ways.
It all began on May 8, 2013. On that day, André fulfilled his destiny: he transitioned from No. 2 at Philip Morris to No. 1. The previous CEO passed the baton to him, remarking that he was “a brilliant mind with a big heart,” or in the original words, “his most generous heart” What more could one ask for? Financial analysts in the room were never opposed to generosity, particularly regarding dividends. But a sentimental CEO? No thanks, we know where that typically leads. Fortunately for them, André commenced his tenure by criticizing regulations for an hour—blasting the taxes that enrich smugglers, the so-called “parasites” of cigarette manufacturers. The audience, reassured, broke into song amidst coughs, singing, “He is one of us... He did smoke!”
“A big heart,” he said. André’s heart was beating rapidly that day. For a moment, he truly believed that, hailing from the land of the Olympic Games, he was born a champion. Like New York marathon runners, he could claim, “I did it” by reaching the top position. But at 55, amidst the vibrant ’50s as they say in America, we are also aware that it’s one last chance to make our lives meaningful and to create a positive impact in the world.
André reflects on Jankelevitch's distinction between fate—what we are programmed for—and destiny—our personal choices that shape our life paths. “What is my destiny? To persevere and excel in the rankings of managers.” From kindergarten to INSEAD, he was told repeatedly, “In life, you are always being compared.” But he also ponders, “What legacy will I leave after my tenure? Will it be that I was ranked number one, or that I contributed to the advancement of humanity?” Just as quickly, he dismisses the thought, recalling another song that advises not to dwell on such matters.
As the year progresses, André returned to his homeland to spend the Summer on the island of Milos. It’s a place where one might encounter CEOs in their current roles or those on the rise. One beautiful summer night, in a well-lit tavern, he lets down his guard and becomes almost sentimental (just a little bit). After a few rounds of ouzo, he admits that he doesn’t want to be remembered as someone who was responsible for the 3 billion non-biodegradable cigarette butts found on the ground every day. As evening falls and the blue sky transitions to night, André crosses paths with an intriguing woman.
“What do you do for a living?” he asks.
“I unlock the potential of companies,” she replies.
“What on earth does that mean?”
“I help companies choose prosperity rather than mindlessly repeating patterns.”
Her name is Athena, a former BCG consultant with an MBA. As André gazes into her eyes, she confides her vision:
“In the near future, a French man under 40, married to his teacher who is 24 years older, will be elected president. He will propose that companies explain their raison d'être.”
While André considers cannabis a new territory worth exploring, he wonders if Athena might have partaken of something other than Philip Morris to devise such unconventional ideas.
“And you, André? What are you doing with your life? What is your raison d'être for Philip Morris?”
“My raison d'être? It’s to generate maximum profit for my shareholders with large market shares and a younger customer base to ensure the company’s sustainability. We’re not a dying business, and France is a remarkable market for this. We invite our customers on learning expeditions to witness the many young people smoking as they leave school. There are more female smokers than male smokers, and they recommend us to their peers through net promoter scores. Thanks to us, the young feel more adult and the adults feel younger.”
Deep down however, he fears that someday he might attend his children’s funeral. In that moment, he questions whether his statements as a macho CEO are genuine. “Deep down, I know that I don’t know,” he admits with a Greek twist.
But Athena remains unfazed.
“Forget for a moment the reasoning and explore genuine enthusiasm. Tell me, André, what do you want to happen to Philip Morris?”
We all know that passion is like a cigarette: it needs a spark to be ignited. With her piercing gaze and her captivating voice, Athena lights the fuse of possibility. Short of breath, he recalls the days he smoked and feels overwhelmed.
He realizes he is experiencing a momentous encounter with Athena. An indescribable emotion overwhelms him, twisting his insides while simultaneously making him crave more of this connection. With rare sincerity, he opens up:
“What fascinates me about cigarettes is not the smoke, but the people who smoke them. I dream of a smoke-free world but with billions of smokers. I cherish the camaraderie during cigarette breaks—the way smokers show gratitude, looking into each other’s eyes as they light a cigarette for one another. I admire the defiance of smokers who resist the pressure to quit, and I appreciate the generosity of those who share a pack rather than keeping it to themselves. I dream of a cigarette with a Greek name. I hope Philip Morris can leave a positive impression in people's minds instead of a negative one on their lungs. Yes, I long for a smoke-free world.”
“Where there’s a will, there’s a way. Together, we can always find a third option. What do you think of IQOS as the name for your revolutionary cigarette?”
Under the moonlight, clear of clouds, André’s excitement ignites.
“Where are you headed now?”
“Goodnight, André,” Athena whispers. “I’ve taken care of the bill. With your salary, that must not happen often…”
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