The ad, which appeared in magazines such as Sports illustrated and People, promotes the company's CamelCrush brand, which contains a capsule in the cigarette's filter that, when crushed, releases menthol flavor
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The authors found that smokers whose cigarette packs had pictorial warnings were more likely to try to quit during the four week trial, with 40 percent of smokers in the pictorial warning group making a quit attempt compared with 34 percent in the text-only warning group (a relative increase of 18 percent)