Health authorities in Europe,
Brazil and Canada have indicated that the gig is up for 'light'
cigarettes. (see press release from Health Canada). Before the
regulatory process had even begun, tobacco companies had moved to prepare the
market for a new way of communicating 'light'-ness.
In Brazil, Europe and now Canada
a new marketing thesaurus has been developed, one based on colours.
- Red = Regular
- Blue = Light
- Silver = Ultra-light
In Brazil, BAT has changed its
Carlton cigarettes to "Carlton Red," (9 mg tar) "Carlton
Blue" (6 mg tar) and "Carlton Silver" (4 mg tar).
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