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advised B&W similarly in a 1984 cigarette smokers study that frequently mentioned positive characteristics of Kool Filter Kings were refreshingness, coolness, smell, sensation, and smoothness40 That year, Cunningham and Walsh advised B&W to forge Kool's popularity worldwide by positioning the brand as something enjoyable from US, most refreshing taste sensation.41 Figure 2 shows some examples of refreshing and cool messages
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The illness developed quickly in otherwise healthy individuals
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