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B&W contracted Kapuler & Associates, Inc., in 1981 to research consumers' responses to advertising campaigns for Barclay, a B&W low-tar brand, including a campaign with the tagline The Pleasure is Back.62 Some respondents did not feel that they smoked for pleasure at all, but simply out of habitperhaps out of guilt

Then came April 2, 1993a day that would be called Marlboro Friday. In an unexpected move, Philip Morris announced a dramatic price cut for its flagship Marlboro to compete with lower-priced brands

Due to its popularity in the Chinese market, it is considered the most representative brand of Chinese cigarettes and is known as the national smoke

Why it is called Smoke testing