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"Gerson took great advantage of this 'law of advantage', and we wanted to insert it into the campaign, with the concept of more cigarettes at a lower cost," recalls Lewkowicz - who did not think of such an overwhelming repercussion
Most models were designed to be eye-catching, with either a glass front to display the cigarette packs or a mirror, which was handy for ladies to apply lipstick or gentlemen to adjust their tie or hat
