MIRROR – Oct 9 – A woman searching for love on Tinder discovered she had fallen victim to a clever stop-smoking campaign by Joe Daniels – director of marketing firm Croak!. After visiting the profile of 'Joe' – a seemingly-charming chap with a killer smile, designer stubble and dreamy eyes – she noticed he turned 'uglier and uglier' in each of his pictures. Accompanying the final picture of 'Joe' – now missing a tooth and looking rather worse for wear – read the words: "There's no smoking without fire" with a link to the NHS Smokefree website. Daniels noted that "A lot of young people don’t really pay attention to traditional marketing approaches."
by Todd Fitzgerald
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