The idea was to destroy the 'brand value' and positive associations that cigarette companies have worked hard to build.
It does work, but I dont know that the concept would translate to digital media that well.
I don't think it'd work well online for similar reasons, the internet is global, it would just disadvantage local companies for no real gain due to our population. It would have to be a concerted global effort. I think there is quite a bit of overlap with accessibility too (simple and quiet is easier to parse for computers and humans than confusing noise), so maybe a push in that direction.