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A 2007 ad for Pall Mall, featured in this theme, reveals that the tobacco companies were prepared for this change: BRIGHT NOW

A., Hennekens, C

Retrieved 2007-05-30

They took the world-famous Marlboro DNA and infused it with high-quality Indonesian cloves to create a product that appeals to those who want the best of both worlds

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As they gained in popularity, rolling papers made the easy transition from cigarettes to joints, particularly as cigarettes became more of a manufactured commodity, as opposed to ones rolled by the user