"Brands are about meaning. In this case, Leo Burnett was able to transform a mild woman's cigarette into a rugged masculine product virtually overnight by using iconic imagery. The brand was literally re–imagined and thrust into the number 1 position as a result. The state of California realized that they needed to disempower this same iconic imagery and bluntly point out that even rugged cowboys can suffer serious diseases like lung cancer, emphysema, and heart disease caused by smoking."
(Kurian M. Tharakan)