Philip Morris [3] (PM) hopes to make cigarettes even more appealing to women [4] by introducing a new, pink "purse pack" of its Virginia Slims brand in the first quarter of 2009. The sleek, rectangular packs will have square ends and be designed to hold the smaller-diameter, "light" and "ultra light" cigarettes [5] the company traditionally targets toward female smokers. PM announced the introduction of its pink Virginia Slims during October, which, ironically, is also National Breast Cancer Awareness Month. The American Cancer Society [6], Cancer Action Network, American Heart Association [7], American Lung Association [8], American Medical Association [9] and the Campaign for Tobacco-Free Kids [10] are all protesting the pink pack, saying its rollout demonstrates that PM "is not the changed, responsible [11] company it claims to be," and that it "shows contempt for women and their health by putting a pink gloss on a product that causes lung cancer and heart disease, two of the leading killers of women."