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While the use of such colour change material would probably have little or no effect on the actual efficiency of the filter tip material, the advertising and sales advantages are obvious . 5 A report on Vantage cigarettes conducted for RJ Reynolds revealed how successfully filters reassured smokers: Vantage smokers believe that the filter itself is strong enough to catch these impurities and that the whole structure is such that they will not see so much of the resulting discoloration

It is also a powerful marketing tool that helps brands stand out in a competitive market