22, pages 3149-3153 December 11, 1991 Hes cool, all-right. Bruce Plante The Chattanooga Times Free Press February 26, 1994 After much public criticism, the RJ Reynolds Tobacco Company finally relented and decided to abandon the Joe Camel advertising campaign, which had attempted to convince young people that smoking cigarettes was cool
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"And an industry paper, Tobacco Journal International, pointed out that 'tobacco packaging is no longer the silent salesman it once was it now shouts.' The tobacco industry clearly acknowledges that the pack is a marketing tool." So Munaf and Bauld called in 43 non-smokers, light smokers and daily smokers to look at both plain and branded cigarette packets to help them to work out the different effects