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So it shows that Marlboro is an aspirational brand in that category. Asked by Stifel analyst Matt Smith to explain the rationale for Marlboro Black Gold Pack, Gifford said We know that the consumer aspires to be Marlboro

However, it depends on the packaging design and brands

And I was like, "Well, cant you just waive the rule tonight?" And theyre like, "Its a citywide ordinance." So I got up the next morning and went to the mayors office

This regulatory leniency, combined with public smoking bans, encourages users to opt for smokeless alternatives that can be used discreetly in restricted spaces, fueling industry expansion