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Pantone 448 C is a colour in the Pantone colour system. Described as a drab dark brown and informally dubbed the “ugliest colour in the world”, it was selected in 2012 as the colour for plain tobacco and cigarette packaging in Australia, after market researchers determined that it was the least attractive colour.
You simply do not get it.
Shocking images like that put off new smokers and young adults, especially of the new generation who are very health and image conscious. It is working.