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Most of the ads for the tobacco company, contain a combination of these key phrases: 100% additive free, made with 100% organic tobacco, natural tobacco, and natural tastes better. The Natural American Spirit ads are designed to communicate to the viewer that there is nothing synthetic or artificial about their cigarettes thereby encouraging tobacco users to believe that the cigarette is superior to others

The company's current flagship is the blu 2.0, which is a pod-based system

Once full, smokers can either dispose of the pouch or recycle them for free through the TerraCycle Cigarette Waste Recycling Program

Throughout history, they are known for their iconic advertising campaigns like the cowboy figure known as the Marlboro Man, partnerships with McLaren and Ferrari, and various merchandising memorabilia