I think it's twofold.
We know from a lot of focus group testing over the years that the impact of the current health warnings has greatly faded. As it is with any product, Nike doesn't sit and use the same advertising for 10 years. If this is going to be effective, we need to continue to develop new images. That's one piece of it.
The other piece is that the more space there is on a tobacco package for health warnings, the less space there is for product labelling and imagery, etc. We know that tobacco packaging is the last and main way remaining for the tobacco industry to advertise to and attract new customers. So the less space they have, the less ability they have to advertise.
So in both ways, that will actually prevent people from smoking and help current smokers to quit.