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Kent's launch pack was revolutionary: a white box with red accents and the tagline "Only Kent has the Micronite Filter." This identity shift from unfiltered norms to filtered future captured 1% market share in months, selling 13 billion cigarettes by 1956

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"It's always easy for me to get a Lucky from Joan Crawford or Clark Gable," Myrna Loy wrote in a signed testimonial in 1937, "or even from most of the newcomers to the studio." By the 1940s, the tobacco companies were sponsoring radio shows featuring the stars relaxing on set and talking about subjects as diverse as their new film and their favourite brand