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The brand had relaunched its entire identity to compete with Virginia Silks at that time and launched the worlds first super slim cigarette in 1987

What could be more fun that pretending to smoke a candy cigarette, especially since they were dusted heavily with confectioners sugar so you could make a convincing puff of smoke. The cardboard pack the candy ciggies came in was just about the same size as a real pack of cigs, even if the little sticks inside rattled around, versus the soft rustling real cigs made

The rating on the frame stops mattering when the media is loaded

And the push went beyond just imagery in magazines and billboards