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It transformed a feminine brand carrying the slogan Mild as May into a masculine one in a matter of months. While other brands touted the technology of the filter to ease concerns about the harmful effects of smoking, Burnett chose a different approach, creating ads completely void of health concerns, she said

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Open-text comments toward this theme was mixed, with participants acknowledging the need for positive messages which gave options for smokers to quit, though also believed that smokers would not be phased by this form of message in comparison to negative messages

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They have a refined smell and a serious mission, yet theyre still packaged with plenty of playfulness