We're Rich, You're Dead!

FOR IMMEDIATE RELEASE: February 10, 2004
Contact: Corrie Prutspin, Senior VP of Corporate Communications


Brand's Slogan:
"You Used to Pick It, Now You Smoke It!"

Dakar -- Licensed to Kill, Inc launched a new cigarette brand, SLAVE™, today at a publicity event off the coast of Senegal, West Africa. The new brand, SLAVE™, was developed with the unique heritage of African-Americans in mind.

Standing in the Museum of Slaves on Goree Island, Virginia Slime, Licensed to Kill's Senior VP of Global Marketing, gave a moving historical tribute to the men and women from whose descendents the corporation now reaps huge profits:

Our company is honored to stand here today in the Museum of Slaves on Goree Island, where tens of thousands of Africans made their final exit from Africa on their way to America. Behind me is the aptly named "Door of No Return," for once the shackled men and women passed through this door, they would never set their eyes upon these shores again. Many perished during the subsequent sea journey. The rest were sold to plantation owners on the other side of the Atlantic. That's were the story turns brighter, as many of these plantations grew tobacco (for sure, our company's favorite cash crop!).

In fact, in the colony of Virginia (now the Commonwealth of Virginia, the state in which our corporation is proud to be incorporated) it was the highly profitable tobacco crop which increased demand for slaves. By 1790, 20% of the residents in Virginia were slaves!

Now, several hundred years later, the descendants of these first Africans to set foot on American soil make up a significant portion of the U.S. population. And our industry is pleased to once again prosper off of them, this time as they puff, puff, puff away on our products!

That's why we have decided to launch a new cigarette brand, SLAVE™, specifically honoring some of our most loyal, er...addicted, customers: African-Americans. As one of our competitors likes to say, "we've come a long way, baby!

At the publicity event for SLAVE™, Licensed to Kill executives acknowledged that tobacco products kill 45,000 African-Americans annually, and that based on current smoking patterns, an estimated 1.6 million African-Americans currently under the age of 18 will become regular smokers and 500,000 of them will die from their nicotine addiction.

"Yes, it's true," said Slime,"but to be brutally honest, Licensed to Kill is far more concerned about the "health" of our business, than that of our customers. The more people -- African-Americans and others -- who smoke, the more vigorously our stock value climbs!"

In developing the promotional campaign for SLAVE™, Licensed to Kill's marketing department considered several slogans, including "SLAVE™: Enter the Door of No Return," "SLAVE™: So Addictive, You'll Find it Hard to Break Free!" and "Be a Slave to SLAVE™", before deciding upon "SLAVE™: You Used to Pick It, Now You Smoke It!"

View related photos:

Virginia Slime with SLAVE™ (with "Door of No Return" behind)

Rich Grassalamort, L2K's Managing Dtr for Francophone Africa, strikes a pose for Licensed to Kill, Inc at the "Door of No Return": 1, 2

SLAVE™ cigarette pack design


For more information:

Tobacco & Slavery in the Virginia Colony

About Licensed to Kill: Licensed to Kill, Inc is a real company. It was incorporated in the U.S. state of Virginia in March 2003. The purpose of the company, as stated in its articles of incorporation, is "to manufacture and market tobacco products in a way that each year kills over 400,000 Americans and 4.5 million other persons worldwide." The company's slogan is: We're Rich, You're Dead! ™ For more information about Licensed to Kill visit www.licensedtokill.biz or email tobacco@licensedtokill.biz

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of the contents of www.licensedtokill.biz, as well as the behavior of our company and its public statements.