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Through vibrant colours, elegant box styles and brand names that have a powerful meaning, cigarette packs have become a strong marketing tool

The temptation starts to decrease over time but in the past two years it has never really gone away completely

It isn't about making people aware, it is about getting them to do something," he says, drawing an analogy with road-traffic campaigns, which have shifted from the gory and explicit nature of the late 1990s to more sophisticated messages

has been able to market for the long-term, by developing and delivering contemporary offers to the changing attitudes and aspirations of the constantly evolving consumer