Beginning Jan. 22, Eclipse will be available for purchase at about 1,700 retail outlets that handle about 75 percent of all cigarette sales in the Dallas/Fort Worth market.

But for three weeks before Eclipse is available at stores, adult smokers will have the opportunity to learn about Eclipse from brochures that describe how Eclipse works. Beginning Jan. 2, special floor and counter displays in the introductory outlets will offer brochures that include information about the adjustments smokers have to be aware of when switching to Eclipse, and information about the scientific tests that were conducted on Eclipse.

"In what we believe is a 'first' in cigarette marketing, we are going to offer adult smokers extensive information about Eclipse for a few weeks before offering the brand for sale at retail," says David N. Iauco, Reynolds Tobacco's senior vice president of marketing. "We're doing that because we want to make sure smokers understand that it takes about a week to become used to Eclipse, and learning about Eclipse before trying it makes the adjustment much easier."

When Eclipse goes on sale at retail in late January, adult smokers will receive an introductory offer to buy two packs and get one free. The three packs will be boxed with a brochure to familiarize smokers with the brand and give them tips on how best to make the transition to Eclipse. Beginning March 5, Eclipse will be available in single packs and cartons at retail stores throughout the test market.

Because of its unique design, Eclipse provides smokers with a number of benefits not offered by other cigarettes, including 80 percent less secondhand smoke, no ashes, no lingering odor, and no visible staining on glass and fabrics.

In addition, a rigorous four-step scientific methodology has shown that, compared to other cigarettes, Eclipse may present smokers with less risk of certain smoking-related diseases. That methodology included an extensive battery of chemical testing and analysis; biological and toxicological testing; human testing; and independent scientific verification.

The scientific methodology used by Reynolds Tobacco demonstrated that, compared to other cigarettes, the smoke or "tar" from Eclipse:

• contains 80 percent lower levels of many carcinogens in smoke;
• produces 90 percent fewer skin tumors in mice;
• produces 70 percent less exposure to mutagens (chemicals that may damage DNA) as measured in smokers; and
• produces 46 percent less bronchial inflammation, and 36 percent less inflammation of the lower lung in smokers who have switched to Eclipse.

The company is not claiming that Eclipse presents less risk of cardiovascular disease or complications with pregnancy. Eclipse, like all cigarettes, still poses an elevated risk of these conditions because of nicotine and carbon monoxide. In addition, some evidence suggests that smokers who already have cardiovascular disease and who switch to Eclipse may further increase their health risk. Eclipse ads note: "As everyone knows, all cigarettes pose health risks, including Eclipse." The ads advise smokers to consult their doctors with questions about their health.

David E. Townsend, Reynolds Tobacco's executive vice president of research and development, says that Eclipse burns only about 3 percent as much tobacco as other cigarettes. This results in a much simpler smoke chemistry, consisting primarily of glycerin and water, with only 20 percent of the smoke being "tar" (minus glycerin) and nicotine. "That's almost the exact opposite of other cigarettes," Townsend says.

Townsend adds: "The smoke from Eclipse contains far less of many of the compounds linked to smoking-related diseases, which translates into substantially lower levels of smoke toxicity. The results of an extensive battery of tests on Eclipse are striking."

Iauco says, "Since April, we've had a good deal of interest in Eclipse among adult smokers who were aware of it. But most smokers don't know about Eclipse since it hasn't been available at retail, where smokers usually learn about new brands. This new stage of our test market is aimed at increasing smoker awareness, trial and conversion, and measuring the effectiveness of our point-of-purchasing advertising materials.

"Smokers have consistently told us they want a cigarette with less risk," Iauco says. "And Eclipse may present less risk of certain smoking-related diseases."

R.J. Reynolds Tobacco Company (RJRT) is a wholly owned subsidiary of R.J. Reynolds Tobacco Holdings, Inc. (NYSE: RJR). R.J. Reynolds Tobacco Company is the second-largest tobacco company in the United States, manufacturing about one of every four cigarettes sold in the United States. Reynolds Tobacco's product line includes four of the nation's 10 best-selling cigarette brands: Camel, Winston, Salem and Doral. In December 2000, Reynolds Tobacco was recognized by Fortune magazine as one of the "100 Best Companies to Work For." For more information about RJRT, visit the company's web site at www.rjrt.com.

SOURCE: R.J. Reynolds Tobacco Company

WEB SITE: http://www.eclipse.rjrt.com/

WEB SITE: http://www.rjrt.com/