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Smoking is one of those unfortunate products, being popular before anyone realized how bad it was for you. If it was no worse than eating a candy bar, the movie stars would still be lighting up on-screen now.
There is more than enough evidence that any product used by a character that a viewer positively identifies with becomes desirable... that's why advertising works particularly well with models, sports figures and entertainers. The visual element is also established to be the most powerful of tools, which is why they work so well with TV and movies.
A novel has to be written well to create the "visual cues" in the reader's mind that will link a product to them, but it's doable. Beyond that, simply placing targeted ads in the book somewhere usually suffices.
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