With combustible cigarettes, it has to do with what was discussed earlier about brand preference. Once people decide to smoke, you want them choose your brand rather than your competitor's. You want the products to be differentiated from a consumer standpoint so that people know a legal product from an illegal one.
As for IQOS specifically, the packaging there is relatively simple. There is a colour on the top, but the rest of the pack is essentially black and white. We were much more focused on explaining what this product is and what it is not than we were on calling attention to things that might have been done in the past.