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While customers may already see some of the new packaging in stores, calling their smokes by their old names may be a harder habit to break than smoking itself

Studies show that about 90 percent of smokers and nonsmokers believe that cigarettes described as light or have certain colors on the packages are less harmful even though all commercial cigarettes are equally lethal, said David Hammond, a health behavior researcher at the University of Waterloo in Canada

The Woozie Can Cooler, a brainchild of the Etsy shop OlwigIndustriesLLC, however, breaks that mold and brings a new spin to conventional koozies

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And what took so long

Long years of advertising, however, emphasized measurements of lower tar and nicotine in light cigarettes, even though those were measured with smoking machines that dont mirror how real smokers puff