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Why Lucky Strike is a value brand The journey from historical prominence to a value proposition happened with good reason too: The brand delivers consistent quality at lower prices than premium competitors

In adult smokers, descriptors such as smooth are perceived as delivering less tar, having a smoother taste, and having lower health risk compared to packs labeled as full flavor 3

Counterfeiting When cigarettes are counterfeited they are packaged in identical or near-identical branding to popular cigarette brands (typically the premium brands made by multinationals)

Campaign for Tobacco-Free Kids, Broken Promises to Our Children: a State-by-State Look at the 1998 State Tobacco Settlement 22 Years Later FY2021, 2020