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In this interview, which is edited for brevity, Setti Coscarellauntil recently the head strategist at Philip Morris International and now CEO of Taat Lifestyle and Wellness LLCtalks about what it takes for people to quit tobacco cigarettes

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But it was also an effort to recreate the cigarette because they were both smokers who wanted to quit because they didn't want to die, but they enjoyed smoking

Smoking was glamorized in movies featuring characters who smoked, and movie stars became celebrity endorsers of cigarette brands while newspapers and magazines were filled with cigarette ads