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Ads for new non-menthol cigarettes build expectations for a menthol product Participants overwhelmingly felt the new non-menthol ads and packaging cued them to think of menthol products, repeatedly citing the green and blue hues used in the ads as evoking marketing strategies for menthol cigarettes

This variant is known for its bold cooling sensation, delivering a deeper menthol push compared to lighter menthol options

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Compared to plain packs, packs carrying descriptors and brand imagery are perceived as having a smoother taste, better quality, delivering more tar, more attractive, and more appealing to youth 3-6