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It was a decision originally decided by the local Shell distributor to create brand awareness in the Winston-Salem area

On-pack warnings are very important because they allow us to reach all smokers, but we must recognise that people who have smoked for 30 years differ from young people who are experimenting or who regard themselves as social smokers." The warnings needed to resonate with diverse groups of smokers, and be refreshed regularly so smokers are exposed to multiple reasons for quitting, researchers said

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By aligning with these evolving smoker preferences, light cigarettes have carved out a growing niche within an overall reduced-smoking landscape in Canada