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The brands transformation from a struggling womens cigarette to the worlds best-selling tobacco product is a testament to Philip Morriss bold strategy, marketing innovation, and precise market execution
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Only 13% were using first-generation e-cigs that are the same size and shape as a regular cigarette (a cigalike), and most were using more advanced e-cigs that included the ability to press a button to activate the heating coil manually prior to puffing and the ability to control the voltage
Style: fairy tale, humorous, entertaining, melancholic, feel good
Tob Control 6(3):164166
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