An analysis of social media and influencer posts found evidence of tobacco companies using #StayAtHome hashtags, creative and giveaways – including branded masks – to market e-cigarettes, vapes and heated tobacco products.
Company has its own space and programme of events at festival.
From Wyclef Jean to Cindy Gallop to its massive beach house, the tobacco company really, really wants to tap the creative community to help it give the cigarette alternatives story consumer traction.
Health claims stand alongside talk of beauty and "harmonious texture" at a global product launch in Tokyo.
Salzman believes leaving Havas to be global head of comms for a tobacco company was the "chance of a lifetime". She might even convince you.
The tobacco firm treads a similar path to Japan Tobacco with a corporate branding message touting a future in which smokers and non-smokers live in harmony.
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