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To keep their money away from the French fisc (tax authority), tobacco companies have made their corporate presence in France all but disappear
Plus, research shows funny advertising is easier to remember
Marlboro Lights carried on being the default-setting smoke for bad-boy actors and 3am-eternal fashion mannequins. As the public opinion about smoking changed in 2010s, Kate Moss lighting up a cigarette on the Louis Vuitton runway got mixed reviews, and big glossy magazines moved away from using cigarettes in editorial shoots, the unofficial hot people ambassador program was maybe the only thing keeping the tobacco brand image strong
Then try to think of alternative behaviours to replace reaching for a cigarette
Electronic cigarette and vaping hardware can be expensive
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