Flavour capsule advertising has also been described by other researchers as colorful, dynamic and innovative.26 Our findings are consistent with advertising research on chroma and value of colour that found that advertisements using high chroma colours (ie, rich and deep) are more liked than ads with low chroma colours (ie, dull) and ads with colours of higher value (ie, colours with a whitish quality) are more liked than ads utilising colours of lower value (ie, colours with a blackish quality).27 Research has also found that both children and young adults have positive reactions to bright and light colours and negative emotions to dark colours.28 29 In terms of harm, there was generally no differentiation between flavour capsule packs and non-flavoured cigarettes
2020 Feb 1;180(2):313-314
These devices replicate the look, feel, and flavour of a premium cigar without the tobacco or nicotine
In just 30 years, the brand became one of the top five best-selling cigarettes in the United States, reaching number four in 2005
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