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By 1990 Fortune Magazine reported that Philip Morris was topped only by pharmaceutical giant Merck as the most admired company by business executives

How the brand ambassador programs work The coupon program is designed to provide Reynolds with smokers emails and home addresses, but its constrained by a number of self-imposed rules in order to prevent brand ambassadors from giving coupons to minors or people who dont already smoke

They include

It is a cost-saving option for small cigarette brands that have a limited budget to establish their business

On average, therefore, about 85% of all slim cigarette smokers started their smoking habit with regular cigarettes

But let's not forget that this is a Cronenberg film, and that means in spite of the cerebral lure, the squeamish need to stay the hell away