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The companies reinforced the popularity of Kool and other brands by sponsoring cultural events and pouring marketing dollars into black media and neighborhoodsall part of what Gardiner calls the African Americanization of menthol cigarette use. The industrys hiring practices were also quite progressive for their time

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Back in the 1990s, cigarette brands like Camel and Marlboro supplemented their addiction-based business plan with collectible points, which smokers could spend on products featured in catalogs or magazines

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