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This wasnt coincidental, it was a strategic extension of advertising into the emotional core of film

What inspired that shift

Jeremy Blackburn, JTI head of communications, said: With an estimated two million regular adult vapers in the UK, Logic Pro meets the demand for 85% of those who are now tank users. The tank market has grown by 161% in the past year and is the fastest growing sector within the category

Read The Science of Wood for how this is done

They then use the absence of tobacco for each product as their main highlight, allowing users who are addicted to tobacco to switch to a less harmful alternative