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The ad emphasizes the refreshing coolness of Kool Super Longs cigarettes, suggesting that "the longer you smoke, the more you'll like Kool Super Longs." The tagline "Lady be cool" highlights the brand's appeal to women

This allows researchers to examine whether this relationship is causal

Based on the Business in the Community Corporate Responsibility Index, it was selected for The Sunday Times's list of "Companies that Count 2007" the 100 most responsible companies in the UK and received a Gold award

In 2007, the partnership developed a tool to identify, assess and address risks posed by BAT's leaf-growing operations