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Their King Size format, smooth tobacco blend, reduced harshness, and balanced draw make them popular among smokers seeking lighter cigarette options

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Another method for attracting youth was through the campaign's use of young, fun-loving models: Model attitudes would continue to advance the campaign's imagery through a warmth/caring focus as a vehicle to reflect a sense of group belonging and peer group acceptance, one document explains, citing the equivalent of peer pressure as a primary method for hooking youth

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