The colour pink has been chosen to brighten up packs of Pall Mall cigarettes.
British American Tobacco UK is changing Pall Mall's signature colour from amber to pink, and in addition it is launching a new limited edition pack design for the summer months.
The new design will temporarily replace the traditional packaging for three months, but the new pink colour is a permanent transformation for Pall Mall.
"The new bright design is intended to refresh the brand over the summer months," said brand manager Gwilym Cooke.
"The move to the new pink pack provides a more modern take on the original amber colour, while preserving the current and instantly recognisable Pall Mall pack design."