Converting smokers and eliminating cigarettes are at the center of all we do. Positively impact global health and be worthy of the highest social trust.
Know what’s wrong and do what's right. Act with conviction and integrity.
Innovate with courage and ambition.
Be data-driven, proof-oriented and pragmatic.
Question and disagree with candor, then be decisive and execute.
Share information, respect diverse views and build trust. Empower each other and have fun as a team.
Be accountable for outcomes, from beginning to end.
Put quality first, deliver the best consumer experience and achieve distinctive results, every time.
Have a passion for action. Value each day as an opportunity to win.