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Tobacco companies fought back by promoting their cigarettes with keywords like fresh, light, smooth and mild. Advertising for brands like Lucky Strike implied that smokers cough was just a side effect of low-quality tobacco or inferior processing, which could be avoided by choosing the right cigarette brand

Ultimately, though, this is likely to be a bit of a creative dead end

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Within those parameters, Herzlinger stress-tests the famous "six degrees of separation" rule, interviewing everyone who knows anyone who knows someone who knows Drew, including actors Eric Roberts and Corey Feldman, Charlie's Angels screenwriter John August, and even Sonja the cosmetician who gives Drew her skin treatments