Staged around an Olympic-sized swimming pool and playing to a crowd of 5,000 people, the event involved 15 of Indonesia's leading entertainers, aquatic demonstrations as well as theatrics. And just so that no-one missed this launch, the event is also being broadcast on national television this week.
The press release reads: "This new kind of cigarette was inspired by the sensations that Indonesians enjoy from smoking Kretek.
"A warm, sweetness in the mouth, evocative aroma and flavour, without (an) irritating harshness. This is combined with the smooth smoking characteristics of white cigarettes, presented with innovation and style.
Just like something from the 1970s.
A massive ad campaign surrounds the launch of Java-American under the banner of 'Expect the Unexpected'.
Now we know where the Marlboro Man went. He's alive and well in Indonesia.
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