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Its recent Smokers Collection contained, along with actual smoking paraphernalia like an ashtray and cigarette case, a pin that flipped Marlboro's logo into "032c" and changed the Surgeon General's warning label"Smoking Kills"into "Smoking Kills Depression." But while cigarette branding is trending in a big way, actual smoking numbers are still trending down

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The company thinks that in a worst case scenario wage inflation will cost it 1-2c per gallon but will cost its lower volume competitors closer to 7-11c per gallon

The company also has a line called Zero, made up of nicotine- and tobacco-free products

This, along with its fresh or confectionary flavours and its perceived social acceptability, demotivate quitting in smokers who may otherwise quit, and to appeal to uninitiated potential new consumers and younger consumers