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"As somebody who likes to go to restaurants, occasionally goes to a bar and does not smoke, I enjoy being able to go to those establishments without coming home and smelling like an ashtray," he said

Unlike a cigarette, which has a clear stopping point, vapers may take more puffs without realizing it

The result is a hypoxic (oxygen-starved) tissue around the implant

Marlboros success is by no means an isolated case, with the brand values of major names such as Pall Mall, L&M, Newport and Winston all growing this year and the likes of Parliament, Sampoerna and Chesterfield enjoying double digit growth. Brands are first evaluated to determine their power based on factors such as marketing investment, familiarity, loyalty, staff satisfaction and corporate reputation, before they are issued with a letter grade up to AAA+