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Big tobacco firm Philip Morris International (PM) may have seen shares tumble more than 35% in 2018, but that’s not stopping analysts from expecting big things from the company in 2019.

Citing the rising popularity of the company’s newest smoking cessation device, iQOS, and its effectiveness in getting smokers to switch, Piper Jaffray reiterated its Overweight rating and $110 price target that represents a more than 60% upside for the international seller of Marlboro cigarettes.