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The lifestyle-energy route taps into culture and consumer engagement, but tests credibility

The campaign's impact was further solidified in 1969 with the introduction of the "Wills Made for Each Other" contest, which sought to identify couples who exemplified this ideal match

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Most students had elected to take the easy way out, with informative speeches on charter schools, Manchester United, Lee Iacoccabut I knew I wanted to do something different, something convincing

The list of things the author did not like about the design included the unattractive and unnatural shape of the letters, the swooshes (old-fashioned, meaningless), as well as the tagline (including the irony of a tobacco company promising a better future)