Back in the 1970s, more than one in three New Zealanders were cigarette smokers.
Even up until the mid-90s you could spot the Marlboro logo in Formula 1 races; Benson and Hedges was spruiked at cricket matches; the actual NRL grand prize, the Winfield Cup, was named after a brand of cigarettes.
But over the past couple of decades, the landscape has utterly changed.
Cigarette advertising was banned, as were sponsorships. Airplanes went smokefree - then bars and restaurants.
A decade of relentless tax hikes sent the price of a packet of smokes into the stratosphere: nowadays, a pack of 20 cigarettes will set you back more than $30.