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Ads for menthol cigarettes had always sold the idea of breezy, minty, freshnesswhich implied menthols were healthier than other smokesbut now, that messaging was paired with anything manufacturers thought might appeal to Black folks

67%), and identify the Camel brand (93.6% vs 57.7%)

A paper in the International Journal of Advertising in 2010 found that campaign brought consumer attention to the brand and may have helped in the short term, but that the eventual negative publicity may have reinforced negative attitudes towards smoking

Furthermore, each type of paper has a slightly different burn rate and porosity