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An article published in 2000 in the journal Tobacco Control summarized the marketing shift to target women: Smoking had to be repositioned as not only respectable but sociable, fashionable, stylish, and feminine. Featuring attractive, slender women draped in high fashion became a marketing staple

BMC Med

The unique blend was never supposed to hit the market, but once John Middleton executives realized the goldmine they had on their hands, they released it and have been reaping in the profits ever since

The channels changed because the mainstream media (e.g., broadcasters and newspapers) have been struggling to reach and build relationships with those under age 35 years, who increasingly get their news through digital social media such as facebook, Youtube, WhatsApp (each of which had over one billion users in 2019) [25, 26]