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In the 1970s, as more and more smokers began worrying about their risk of cancer, the tobacco industry responded by introducing light and low tar cigarettes, promoting them as a healthier alternative to regular cigarettes

The advertising campaign aimed to normalize IQOS use by depicting the product alongside coffee, alcohol and desserts as part of an everyday routine

When looking at overall spending, the difference is still clear

Then, at the start of October, Wallen surprised us by dropping the dramatic visuals for I Got Better, which served as his previous Country Radio single, instead