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The phrases natural, organic and tobacco and water, paired with images and motifs related to American Indian culture, are just a few of the tactics American Spirit employs to implicitly communicate the naturalness of its products

The impact of branding techniques has been measured by a study published in the International Journal of Environmental Research and Public Health. This study found that respondents who reported positive brand equity with the Truth campaign were less likely to have reported smoking in the past 30 days, as surveyed 12 months later