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According to the 2014 Monitoring the Future survey by the National Institute on Drug Abuse, almost 9 percent of eighth-graders had used an e-cigarette in the previous month

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Ever since AMCs Mad Men made Lucky Strike Cigarettes a top client for Don Drapers fictional ad agency, Lucky Strike has enjoyed a 50% increase in sales (at a time when other cigarette companies are barely growing at all)

And I think there's a kind of cultural flywheel here where they get into Zyn, and Zyn becomes a kind of way of demonstrating who you are and what subculture you get into, and it attracts more people to put Zyn in their mouths and enjoying themselves in that way