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This is thanks to research from Australia, which found that dark brown colours were the most effective in lowering cigarettes appeal, and led people to use words like dirty, tar or death when describing them

Tobacco packaging companies offer packaging for different forms of tobacco as well

The risk is a color shift under different lights

While the Truth Initiative study did not test if the new cigarettes tasted or smelled like menthol, the results indicate that young smokers perceive them to be menthol products based on the ads and packaging

The brand name was a direct take on of the commonly sold British American Tobacco (BAT) cigarette brand John Player