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Instead of chasing two separate ideals, this approach gives you a sweet spot that works for bothbecause if youre anything like me, you probably appreciate cigars from anywhere on the globe

The menthol category has always been about a specific coolness, a sensation that defined a generation

Don engages Sam the busboy in conversation about the wonders of tobacco in an attempt to jar some idea out of his brain, and you can tell he's reaching here as he gets a wee bit too excited at Sam's "I love smoking." They joke about how the Surgeon General's report that smoking is dangerous has the Reader's Digest readers all worried, but they're not about to stop smoking