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During World War I, Lucky Strike gained wider recognition among soldiers and civilians through the line Reach for a Lucky instead of a sweet. In the 1920s and 1930s, the brand leaned heavily on advertising, including celebrity endorsements that tied it to Hollywood culture

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The committee met five times between December 1999 and August 2000

The trends reversal was due in part to increased public awareness of the health risks posed by tobacco use, but, more notably, was thanks to increased access to tobacco companies internal operations and communications