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In 2012, Australian market researchers set out on an unusual mission: to determine the least appealing color for cigarette packaging. Their goal was simple, make smoking less attractive by using a color
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Appendices
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12.9 Labelling of tobacco products in Australia
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In 2025, cigarettes and other tobacco products sold in Australia will change under new tobacco laws. They will look, feel and taste different. The changes will reduce the appeal of tobacco products,
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Australia discovered the world's ugliest color and used it to kill cigarette sales. The color? Pantone 448 C (a muddy olive-brown). The results? One of the most successful behavior change campaigns in
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Post-implementation evidence from…
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The simple trick Australia is using to reduce smoking rates
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