Boycott Breaks-Up RJR Nabisco
In 1993, Corporate Accountability International first launched the campaign to Challenge Big Tobacco, targeting Philip Morris (now Altria) and RJR Nabisco (now Reynolds American Tobacco): industry leaders spreading a preventable global epidemic.
The campaign mobilized millions in boycotts targeting Kraft and Nabisco as we exposed the truth behind the corporations’ family-friendly images.
RJR Nabisco, under pressure from investors, consumers and litigation, broke apart in 1999: scrambling to protect its profits, RJR spun off its foods-products division. It marked the breakup of the third-largest tobacco corporation in the world, significantly weakening its influence with consumers and policymakers.