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The right box design was essential to Leo Burnett, not just because it would support his success and that of Philip Morris, but because he intended for the box to be prominently featured in the ads he would create for the brand

From classic full-flavour options to lighter blends and menthol varieties, the cigarettes you pick can define how enjoyable each moment feels

Elements of the packaging, such as pack shape, opening, material, color, imagery, and descriptors, work in concert to communicate product characteristics to consumers 22

There are no rules against placing them in your suitcase, and some travelers prefer this approach to free up space in their carry-on

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