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In the Escape from the commonplace campaign, the brand highlighted its taste and (alleged) mildness through imagery of global landmarks and the line Enjoy something different. Coinciding with this, the brand also used its healthier positioning in a campaign with the slogan: Yes, you need never feel over-smoked that's the miracle of Marlboro!, targeting parents through children

A 14-year-old named Joel admitted to robbing a woman at knifepoint in Milwaukee, but later argued that the admission wasnt recorded by police and thus could not be admitted as evidence

Behavioural psychologists tell us that substituting behaviour is easier than extinguishing behaviour

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