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The fundamental difference between the two types of nicotine is that nic salt is not absorbed in the lining of the throat, which explains the smooth inhale, and freebase nicotine is absorbed in the throat, providing the signature throat hit

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Robin Koval, CEO of Truth Initiative, told us it was important for the group to reach nicotine users and dispel notions of vaping as a stress reliever, which the tobacco industry has propagated. Jono Paull, group creative director at Mojo Supermarket, the agency behind both campaigns, told us that both Stress Air and Depression Stick were inspired by research on what would resonate best with 1524 year-olds