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Big Tobacco likes to stay ahead of the curve – to survive, it has to. Its fundamental problem is that one in two of its long-term users die from tobacco-related diseases. To hook a new generation into addiction, it has to try every advertising and marketing trick in its playbook.

And it has to be innovative. As one ex-marketing consultant remarked: “The problem, is how do you sell death?” He said the industry did it with great open spaces, such as mountains and lakes. They did it with healthy young people and iconic images. [...]