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IQOS ads appeared exclusively in higher-end fashion and tech magazines, including GQ, Mens Journal, Popular Science, Vogue and Wired, positioning IQOS as a premium product offering an innovative design

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Each carton contains 10 packs of premium-quality tobacco, distinctly bolder than other options in the 305's lineup, ensuring a consistent, satisfying smoke

The move is part of efforts to deter young people from starting to use menthol cigarettes as they mistakenly believe the flavoured characteristic makes the habit less harmful than standard cigarettes

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