Philip Morris pushes what looks to be one of the worst innovations of all time - The Heatbar

Today's Wall Street Journal talked about the upcoming spinoff from Altria of Philip Morris International (PMI).  The thesis in a nutshell for this spinoff is that by making PMI a separate company, they won't be subject to the regulation, litigation and PR nightmares they face in the USA.  What this probably means for lots of lucky 12 and 13 year olds in the developing world is that they're going to get an opportunity to suck on some highly addictive, unfiltered, tar and nicotine juiced cigarettes. 

This is undoubtedly a smart move by Altria.  PMI's business model is pretty ridiculously good.  Addiction pays!  I know the Corporate Social Responsibility folks will decry these moves, but from a shareholder perspective, it seems to be pretty darn smart move.

What was most notable about some of their international moves were there "product development" innovations which included a shorter, faster burning, more intense cigarette as well as sweet-smelling cigarettes.  These make sense as you try to get more folks onto the cigarette bandwagon.

But then there was the perplexing innovation that PMI is calling the Heatbar which is pictured below.

The Heatbar is described as follows by the Wall Street Journal.

"The Heatbar has a different objective: preparing for the onslaught of smoking bans in some mature markets...Heatbar smokers insert specially designed cigarettes into the device, a plastic holder resembling an electric toothbrush.  They place their lips on the cigarette, but when they inhale, the device heats up the cigarette, delivering a flavored aerosol, without causing any tobacco to burn.  PMI says Heatbar releases 90% less smoke into the atmosphere than a traditional cigarette.  Smokers can either rent or buy the device, which is powered by a rechargeable battery."

It is always risky to predict the success of an "innovation", but not being one to shy away from bold and potentially wrong proclamations, I'm going to go out on a limb and say that the Heatbar will eventually become a huge and I'm talking gigantic failure.  I actually can't think of a worse innovation in the recent past to be quite honest.  This is simply one of the worst ideas I have seen in a long time for a variety of reasons. 

1. The thought of a flavored aerosol being delivered into my mouth is about as appealing as carrying around a bulky device which resembles an electric toothbrush.
2. Nothing says "I'm addicted" more clearly and looks cooler than having a remote control coming out of your mouth. 

I'm sure there is some small segment of the highly addicted who might value this, but otherwise, I wonder how PMI's management group thought this would be a good use of investment dollars.  I hear version 2.0 of the device will be more appealing.  It will come with an embedded MP3 player so you can run and smoke at the same time (in an effort to "breakeven" for your lungs).  It will also be sold along with a ski mask so you can hide your face while you use this truly ridiculously looking device.