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The campaign centers on the tagline Rise from the Ashes. (Ill save my critique of this creative for later.) My curiosity was definitely piqued, so I decided to investigate how other brands in this seemingly competitive landscape are presenting themselves

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"There are a lot of smokers out there who are looking for less risky alternatives to their cigarettes, but who find it difficult to give up tobacco altogether," he says, noting that cigarette smoking decreased in Sweden as snus use increased

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