So, there’s been a double blow for tobacco companies and smokers. 50p more tax on a pack and a future without branding or retail displays.

But they’ve always been inventive marketers. Ad men like Don Draper practically invented brand advertising back in the 50s for cigarettes. And they’ve innovated their way out of restrictions at every turn. Graham Fink’s surreal campaigns for Benson & Hedges in the 1980s and Marlborough’s recent use of a subliminal barcode logo on F1 cars spring to mind.

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