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Mighty Blow
Regeneration
+MA
Guard
After scientists published a major study linking smoking to lung cancer in the 1950s, Philip Morris repositioned Marlboro as a men's cigarette in order to fit a market niche of men who were concerned about lung cancer, but not wanting to admit it. At the time, filtered cigarettes were considered "safer" than unfiltered cigarettes, but had been until that time only marketed to women. Men at the time indicated that while they would consider switching to a filtered cigarette, they were concerned about being seen smoking a cigarette marketed to women.