Burrus commissioned a series of commercials for the Parisienne cigarette brand to some of the most visionary directors in cinema, including David Lynch, the Coen brothers, Emir Kusturica, Roman Polanski, Wim Wenders, Giuseppe Tornatore, and Jean-Luc Godard
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It takes a society
Members of top-performing loyalty programs are 77% more likely to choose your brand over the competition (Bond)
This approach ignores the fact that, while smokers in dire need will pull on anything to reduce the craving, they are loyal to their brand's taste as well as the "values" implied by its wrapping
