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Phillip Morris Launches New Type of Smokeless Cigarette Marlboro-maker Phillip Morris International has finally launched the much talked about IQOS, a smokeless cigarette that has been described as a hybrid between analogs and electronic cigarettes

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Comments: This ad presents Camels as being the first choice for doctors, and touts a cigarette with mildness. Mildness was a code word, the opposite of harshness, meant to implant the notion that Camels are a more healthful brand than the competition mildness was intended to mean Camels were easier on the throat

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