Not just organic, but "all natural" and not tested on animals and certified "cruelty free" by PETA. Did I mention that there's a native American on the box?
This is brilliant niche storytelling. There's a percentage of smokers who are able to get by the internal inconsistency (I won't say oxymoron because the word police say I'm misusing the term) of the term "organic cigarettes" and love the story. No, the Marlboro man isn't going to switch. But there's no way this little company would ever get him to switch... not enough money, not enough time.
But for smokers with the worldview that they want to be careful what they smoke, that they want a gourmet product, this is a great flash of insight.
No, I'd never be a tobacco marketer. I won't even do speaking gigs for them. But once a little company has decided to take that moral leap, the idea of upselling affluent smokers with this story is both hysterically funny and apparently quite effective.