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Accompanying the Be True slogan was a variety of phrases such as Be Passionate, Be Original, Be Smooth, and Be Bold, all of which appeal to adolescents and young adults trying to find themselves and develop a sense of self

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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

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