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The designers of the traditional Gauloise packet reinforced national identity by selecting a peculiarly French shade of blue (like the blues later used in the work of French artist Yves Klein)

In the letter they accuse French health minister Marisol Touraine of an arbitrary and disproportionate application of EU directives

"Robert Motherwell | Gauloises with Scarlet No

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The brand was associated with the cigarette-smoking poilu (a slang term for the French infantryman in the trenches) and the resistance fighters during the Vichy Regime