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Most of my friends just ignore the pictures, they pop the smoke in their mouth and than hide the package again so people won't ask them for a smoke. I have seen a couple of peple get a cover for their pack, I think they are at the dollar stores and they look similiar to the regular packaging except where the gross picture was there would be smilie faces or what not.
By itself it won't do much, but it probably costs them more to print those packages since they use mroe colours, I dunno.
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