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Page 8
Portland Observer
Thursday. January 22, 1976
Philip Morris
Research Tèa m
Discovers
'Enriched Flavor’
MERIT taste secret found by isolating key flavor ingredients
in cigarette smoke then adding them to tobacco.
In Richmond, Virginia, there’s an eight-story building
Taste tests proved it.
that houses the main Research Facility for Philip Morris.
Taste-Tested By People LikeVm
Around the company they call it the Tower. Its here that
9 mg. tar MERIT was taste-tested against five current
pure research in tobacco yielded what might be the most
leading low tar cigarettes ranging from 11 mg. to
significant smoking advance since the filter.
15 mg. tar.
Its called ‘Enriched Flavor.’ It comes in the
Thousands of filter smokers were involved,
tobacco of a new kind of low tar cigarette.
smokers like yourself, tested at home1*
MERIT
The results were conclusive.
Only 9 mg. of tar. Yet with astonishing flavor.
ME
R IT
Even if the cigarette tested had 60% more tar than
If you enjoy a full-flavor cigarette now —but
F ilte r
MERIT, a significant majority of all smokers tested
would like to find a low tar smoke with a taste you
reported new 'Enriched Flavor’ MERIT delivered
can switch to and stick with —you’ll be interested.
more taste.
‘Enriched Flavor’ Succeeds Where Filters Fail
Like most other cigarette makers, Philip Morris
had tried to design a special low tar filter that
would somehow filter out tar but not taste.
Our results were almost predictable: the lower
the tar, the lower the taste.
So we had our research scientists focus on the
business end of smoking. The tobacco end.
What they accomplished was more than we
ever expected.
They isolated the “key ” flavor ingredients
of tobacco as they exist in cigarette smoke.
By adding only those ingredients of
extreme high quality as flavor producers, yet
low tar contributing as well, we re now able to
pack incredible flavor into MERIT without the
usual increase in tar.
We call this discovery ‘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 for you.
•
Philip M orris toc. 1*7*
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 with Enriched
Flavor.’ Surprising smoking
pleasure at one of the lowest tar
levels in smoking today—only
9 mg. tar.
From Philip Morris.
“American Institute of Consumer Opinion
Study available free on request
9 mg."tar; ' 0 7 mg. nicotine av. per cigarette by FTC Method.
Warning: The Surgeon General Has Determined
That Cigarette Smoking Is Dangerous to Your Health
MERITand MERIT MENTHOL