Romancing the Smokes

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"In a controversial bid to revive the romance of a habit that's costly, potentially deadly and increasingly on the social fringes, R.J. Reynolds [7]" is launching "a new premium-priced line of smokes" that's only available at "an upscale smoking lounge in a trendy Chicago neighborhood. The lounge has fresh tobacco and a tobacconist who will hand-roll a pack of cigarettes in any of nine flavors." The "exclusivity of the brand ... is creating a buzz," writes AdAge. "And, perhaps a new way of bringing a much-maligned product [8] to market." The creative director at RJR's ad agency, Gyro Worldwide, said the campaign will "create romance." The idea came from company research suggesting "a sizeable group of adult smokers" wanted a "'super-tier' brand" of cigarettes. The Campaign for Tobacco-Free Kids' president warned, "The most effective marketing campaigns to kids are those that make cigarettes a part of looking like a successful, virulent young adult."