Chinese clothing brand cuts smoking from its ads

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BEIJING -- Mi Lao Da, a famous Chinese make of wool underwear, has become the first Chinese brand to alter its trademark branding because of its association with smoking.

Mi Lao Da has been well-known for the past three years for its image of an old man in his underwear smoking a big pipe. But the company this week unveiled a new press ad in the two million circulation People's Daily announcing "Mi Lao Da Gives Up Smoking!" and showing a smiling Mi Lao Da with no pipe.

The ad goes on to say that around three million people die each year from smoking-related diseases and it is predicted that between now and 2020, about 10 million people in their prime will die for the same reason.

Copyright October 1996, Crain Communications Inc.

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