Project X

Project X was an idea by RJR in 1996 to make a noncarcinogenic, herbal cigarette without tobacco or nicotine. Ideas for flavors included coconut, clove and ginseng. According to notes on the project, it would be a cigarette with a cool name targeted at outdoorsy people. RJR thought perhaps a noncarcinogenic cigarette could be advertised in media that was otherwise off limits, like on TV. Market positioning would be similar to Birkenstock shoes.