translate English to French: A cigarette brand that portrays an "in your face" attitude as in the Rebel idea where consumers can light up a fake dollar bill (the cigarette paper) and carry a black and silver box that has a hologram appeals to this target’s expression of defiance.
One idea was to work with these labels by creating brand names that respond to individual warning statements, for example, the product name of So What responds to the "Smoking Can Kill You" warning.