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After the introduction of the brand, it eventually became the market leader in Brazil, especially in the segment of lower-income consumers, with the slogan "The taste that won Brazil" and "100% Brazil Flavor". The seal was for many years one of the cheaper cigarette brands in Brazil, which made it achieve high sales and the leadership of cigarette sales in the third month after launch. In 1996, the company had sales of 6.2 billion Brazilian real, with Derby as the leader in cigarette sales with 42.4% of the total.
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