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Macdonald believes this case has wider significance: It opens the door for other marketers to challenge the widespread practice of copycat packaging

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The best-selling cigarette brands in America in 1979 were: Marlboro (filter) - 11.7% Winston (filter)- 7.6% Kool (menthol filter) - 5.9% Pall Mall (king-size, plain) - 4.2% Salem (menthol filter, low-tar) - 3.1% Camel (plain) - 2.4% Marlboro 100 (filter) - 2.3% Winston 100 (filter) - 2.3% Winston Lights (filter) - 2.2% Salem Lights (menthol filter) - 2.2% Vantage (filter, low-tar) - 2.0% Merit (filter, low-tar) - 1.9% Salem 100 (menthol filter) - 1.9% Source: How the brands ranked by Maxwell International Estimates, published July 1982

The finer the cut, the faster and hotter the tobacco burns