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They have full social calendars and spend a lot of time outdoors at the beach people who display what islanders call the aloha spirit.47 Fun loving, sociable and youthful RJR noted in 1981 that the Coolness Segment (RJR's term for the menthol market, describing the cooling properties of menthol) is the youngest of all cigarette market segments.48 RJR stated in 1981 that (a)dvertising must convince younger adult smokers that SALEM is smoked by natural, unpretentious but interesting people who are social leaders/catalysts (make things happen) whose sense of humor and wit makes them fun and exciting to be with.49 Youthfulness and sociability are not images restricted to menthol users
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