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The shocking decline of one of Americas most beloved brands begged a scary question: What if the concept of branding itself was bogus

The research was presented by Dr Linnea Hedman, associate professor of epidemiology and public health at Ume University, Sweden

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Industry documents reveal how the various tobacco companies worked together marshalling lobbyists, retailers, scientists, lawyers and even trying to trigger a trade dispute under NAFTA and other international agreements

Carreras Rothmans Ltd was formed in 1972 when Carreras Limited was used as the vehicle for the merger of various European tobacco interests to form Rothmans International