With respect to plain packaging, you say it doesn't work, yet you're investing money in packaging for IQOS. If packaging has no effect, why would you be investing all this money in packaging and developing a new brand? I'm sure there's a great amount of money involved in developing the packaging—what it looks like and the impression it makes on the marketplace. If plain packaging has no effect on the market, why would you be spending money on non-plain packaging?
On February 12th, 2018. See this statement in context.