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One of the Big Three curtailed its ad budget $4,000,000 in the uncertain early 1930s and the economy cost them $20,000,000. Their Sales Go up in Smoke, Nations Business , June, 1951

Lighter-colored packs are often used to convey that a brand is less strong and, by analogy, less harmful, which is attractive to smokers concerned about how smoking might affect their health

The timeless look with bright colors makes it perfectly suitable for the tobacco business in various markets worldwide

Smokers dont want any additional packaging, not even standard cigarette boxes that might detract from the flavor and aroma of their chosen cigarettes