womens cigarette Booze, Tobacco and the GOP: LIFE Goes to a Republican Women's 'Smoker' How tobacco companies hooked women

In the Escape from the commonplace campaign, the brand highlighted its taste and (alleged) mildness through imagery of global landmarks and the line Enjoy something different. Coinciding with this, the brand also used its healthier positioning in a campaign with the slogan: Yes, you need never feel over-smoked that's the miracle of Marlboro!, targeting parents through children

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doi:10.1111/j.1360-0443.2004.00540.x

(US Department of Health and Human Services, 2020)