“So, we’re going to spend while -- and invest while the overall category is growing, so we can participate in that growth.”

In context

“Condrea with UBS. Andrei Condrea: One for me, please, if you don’t mind. On your smokeless business, especially on what we’ve seen, the brand has been driven by strong discounting versus the main peer. Now, do you expect that to continue going forward or rather just closing the price gap between you and your main peer, even if you put your product -- promo spend per can is decreasing? Thank you. Billy Gifford: Sure. Thank you. I think when you think about it -- and this is not an excuse, it’s just facts. They had a first mover advantage. And when consumers -- to get consumers to have new brands in their consideration set, you have to induce trial. And that’s what we feel like we’re doing. I would say, from a consumer standpoint, it’s still very small compared to the total nicotine space. So, we’re going to spend while -- and invest while the overall category is growing, so we can participate in that growth. We mentioned previously, it was intuitive that the adult dipper would move to the product pretty quickly and that the adult cigarette consumer, you’re going to have to induce trial and that’s what we’re in the process of doing and are excited about the results thus far. I think through time, we did reduce the promotional spend per can. So, when you think about the price gap, if you will, the way you referred to it, to a competitive product in the marketplace, you’re going to invest while the category is growing, so you get these products in the consideration set. I talked about bringing some of the data analytics. I think you saw the benefit of that in this past year, but we have more to do there. And I think as we continue to progress and move forward, we feel good about it. I don’t want”