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The result is clear: The neutral packages motivate smokers to quit, they are less willing to buy cigarettes.

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Gray listened to advertising employees from the William Esty Co., and the slogan "Winston tastes good like a cigarette ought to" was considered, then replaced by the more succinct "Winston tastes good like a cigarette should." [5] The first print ad appeared in The Pittsburgh Press in September 1954, although with 'real' added: "Winston tastes real goodlike a cigarette should!" [6] [7] An ad in Life followed, then other outlets, using the now well-known wording