The color red is not only used primarily in the ad, but is actually used to sell the brand. Newports, usually in a bluish-green box, have changed the box to red to promote the fact that the new section of cigarettes are non-menthol. I believe they chose red because it is the furthest color from the original bluish-green and they want to catch your attention. The color harmony is monochromatic and uses basically only shades of red and white in the entire composition. The color seems a little overwhelming for me and should have probably been more muted for the ad but overall it gets the point across that the Newports in the red box are different.
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