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His taste and smell are definitely altered

The packaging features the iconic red Double Happiness character

The brands boldness is represented by a strong black stallion in motion, the main element of the communication campaign (figure 1).2 Additional Marlboro offerings from the Fresh pillar include Ice Blast and W-Burst (also launched in Japan), Blue Ice (launched in Brazil), as well as Kretek Mint and Black Freeze (launched in Mexico, where the company possesses over 80% of the menthol segment)

The focused outreach has been highly effective, and menthol cigarettes have played a role in widened health disparities