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Portland O bserver
Thursday, January 29, 1976
from Philip Morris
Tar/Taste
New 9 mg. tar M ERIT with Enriched Flavor proves
taste no longer depends on amount of tar.
Until now, cigarette flavor pretty much depended on the
amount of tar that went along with it.
Regardless of “low tar, good taste” claims, regardless of
fancy filters and “space-age” filtering systems—you couldn’t
get high taste without high tar.
Nor low tar without low taste.
That was the theory.
Until now.
This is another report on MERIT from Philip Morris.
If you smoke, you’ll be interested.
Low Tar, Good Taste: Filters Fall Short
At first, we tried designing special filters, too.
Like others, our results were generally disappointing, i
These results confirmed a belief that if there
was any way to get flavor—real flavor—into a
low tar cigarette, the answer had to lie
somewhere in the tobacco itself.
So we focused on the business end of
smoking. The tobacco end. And decided if we
wanted to get more flavor through to you, we d
just have to start with more.
After a twelve year effort, our Richmond
Research Center succeeded. They isolated the
“key” flavor ingredients of tobacco as they exist
in cigarette smoke.
By adding only those natural ingredients of
extreme high quality as flavor contributors, yet
low tar producing as well, they were able to
pack MERIT with ‘Enriched Flavor’—without
the usual corresponding increase in tar.
. 1*7«
:
I
‘Enriched Flavor.’ It’s extra flavor. Natural flavor.
Flavor that can’t bum out, can’t drop out, can’t do anything
but come through for you.
Read the taste-test results for yourself.
TasteTested By People Like¥)u
9 mg. tar MERIT was taste-tested against five current leading
low tar brands ranging from 11 mg. to 15 mg. tar.
Thousands of filter smokers were involved,
smokers like yourself, tested at home?
The results were conclusive.
Even if the cigarette tested had 60% more tar
than MERIT, 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
Filtes
—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 one
of the lowest tar levels in smoking today—
only 9 mg. tar.
From Philip Morris.
MERIT
•Am erican Inaritute o i Conaumer Opinion Study available free on requeat
mg.
9
M ERITand M ERIT M ENTHOL
9 mg.' ’t a r ' 0.7 mg. nicotine av. per cigarette by FTC Method.
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— ----------------- —— —
“tar
Warning: The Surgeon General Has Determined
That Cigarette Smoking Is Dangerous to Your Health.
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