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The positive messaging used on the Canadian inserts was considered motivational and inspirational, and contrasted with the on-pack warnings

An internal 1969 memo from a British American Tobacco (BAT) subsidiary said it in plain language: Doubt is our product since it is the best way of competing with the body of fact that exists in the mind of the public

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The product makes no pretense toward accessibility or broad appealfull-strength smokers can be confident theyre purchasing legitimate maximum intensity rather than marketing language masking lighter actual products

Studies show that regular cigarettes release a lot of free radicals in the smoke, which are a highly reactive class of carcinogenic oxidants