Soon after the end of the 1914-18 War the market resumed its normal competitive spirit with Carreras once more well to the fore. Baron knew that in order to compete successfully his product had to be better than his competitors' and in 1921 the House of Carreras recorded a first in the industry by launching a brand destined to become a household name in over 120 countries worldwide with the now famous slogan "Will Not Affect Your Throat." This was the first ever machine-made cork-tipped cigarette, selling under the brand name of Craven A, again using the name of the Earl of Craven whose family remain close friends of the Rothmans International Group of companies.