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Now that the meteoric rise of vaping has accelerated the death-by-a-thousand-cuts decline started by federal regulation in the United States, cigarette brands that were once titans of industry are now using inefficient, anachronistic tactics to fight for their share of a dwindling market

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Formerly known as Mild Seven , this brand underwent a global rebranding to Mevius, yet it retained the high-quality Japanese tobacco standards that made it the third most popular cigarette brand in the world

So instead of de-motivating smokers, they are simply stealing their money