TY - JOUR T1 - ‘Beyond nicotine’ marketing strategies: Big Tobacco diversification into the vaping and cannabis product sectors JF - Tobacco Control JO - Tob Control DO - 10.1136/tobaccocontrol-2021-056798 SP - tobaccocontrol-2021-056798 AU - Timothy Dewhirst Y1 - 2021/09/11 UR - http://tobaccocontrol.bmj.com/content/early/2021/09/11/tobaccocontrol-2021-056798.abstract N2 - Tobacco sales in Canada and the USA have stagnated.1 2 Although denormalisation strategies have reframed smoking (and smokers) as socially unacceptable,3–6 these attitudes appear to apply uniquely to smoked tobacco. Cannabis now represents notable opportunities for tobacco companies, with recreational cannabis becoming legalised federally in Canada (effective October 2018) and increasingly at the state level in the USA. While the social acceptability of cigarette smoking has declined over time, cannabis use has become chic and desirable. For example, Barneys—a set of high-end US department stores that were known for selling designer handbags, shoes and clothing—offered a ‘Lifestyle Shop’ of luxury cannabis products and accessories in strategic efforts to appeal to ‘status seekers’.7 According to Barneys’ website, ‘It’s no secret that there has been a huge cultural shift when it comes to cannabis. What was once taboo is now being embraced as part of the wellness routine of a variety of lifestyles, and it’s led to a burgeoning new industry’.8Not surprisingly, tobacco companies have invested in the nascent cannabis sector. Altria, for example, invested $2.4 billion to acquire a 45% ownership stake in the Canadian cannabis company, Cronos.9 British American Tobacco (BAT), meanwhile, acquired a nearly 20% stake in Organigram, which is also a Canada-based cannabis company. Cannabis is a sector where tobacco companies can leverage their compatible strengths, which include well-established supply chain and distribution channels, global reach, expertise regarding mergers and acquisitions, and experience with navigating within stringent regulatory environments (figure 1).10 According to David O’Reilly, BAT’s Director of Scientific Research, … ER -