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Weve been building the evidence that the visual design of tobacco products really matters in how consumers see them, and its important for the FDA to consider that. For ECUs study, researchers worked with School of Art and Design alumnus Nunzio Landi to design three IQOS packages linked to the Marlboro brand in a style of packaging already used globally

"The more deeply you inhale, the more nicotine and toxins you take and the more addicted you become," and the more lethal the product, Gardiner says

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Marlboro says, we believe, that while you want a highly effective filter and a mild combination of the world's finest tobaccos, you don't smoke just because of habit but you know and appreciate good tobacco flavor. Leo Burnett As Marlboro's success expanded through the 1960s, opportunities emerged to extend or adapt the brand in line with broader consumer trends