Portland observer., January 15, 1976, Image 8

Portland Observer
Thu reday. January IS. 1978
M i p Morris
Announces
The First Major
Step SinceThe
Filter Cigarette.
Enriched Flavor discovery revealed for new
low tar cigarette.
Ever since filters were first introduced to cigarettes the trend
has been to limit cigarette tar.
And with every new refinement in filtration, the tar levels
went down.
Unfortunately, in most cases so did the taste.
Regardless of all the “low tar, good taste” claims you’ve read;
regardless of all the fancy filters and space-
age filtering systems you’ve tried—your own
taste told you: the less tar, the less taste.
This is a report on a new kind of cigarette.
MERIT. Only 9 mg. of tar. O ne of the
lowest tar levels in smoking today.
Yet with incredible flavor.
If you’re looking io become a low tar
smoker, or don’t particularly enjoy the
taste of the low tar brand you smoke now
—you’ll be interested.
Smoke Cracked: ‘Enriched Flavor’
After a twelve year research effort, a
team of scientists at our Richmond
Research Center succeeded in isolating
the “key” flavor ingredients of tobacco as
they exist in cigarette smoke.
By adding only those ingredients which
were of extreme high quality as flavor
producers yet low tar producing as well,
~
we re now able to pa
pac kii incredible flavor
into a cigarette without the usual
corresponding increase in tar.
The discovery is called ‘Enriched Flavor’.
‘Enriched Flavor’ It’s extra flavor. Natural
flavor. Flavor that can’t burn out, can’t drop
out, can’t do anything but come through.
We packed Enriched Flavor’ into the tobacco used to make
MERIT.
And began an extensive series of taste tests.
The results were startling.
Taste Tested By People Like¥m
9 mg. tar MERIT was taste-tested against five current
leading low tar cigarette brands ranging
from 11 mg. to 15 mg. tar.
Thousands of filter smokers were
involved, smokers like yourself, all tested
at home?
The results were conclusive:
Even if the cigarette tested had 60%
more tar, a significant majority of all
smokers tested reported new ‘Enriched
Flavor’MERIT delivered more taste.
Repeat: delivered more taste.
In similar tests against 11 mg. to 15 mg.
menthol brands, 9 mg. tar MERIT
MENTHOL performed strongly too, delivering
as much — or more — taste than the higher
tar brands tested.
You’ve been smoking “low tar, good
taste” claims long enough. Now you’ve
got the cigarette.
MERIT. Incredible smoking pleasure at
only 9 mg. tar.
From Philip Morris.
•American Inatitule o f Contum er Opinion Study available free
mg.
“tar"
on requev
9 mg. *tar I ' 0 .7 mg. nicoiine av. per cigarette by FTC Method
W arning: The Surgeon General Has D eterm ined
That Cigarette Smoking Is Dangerous to Your Health.
MERITand MERIT MENTHOL