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Portland Observer
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Thursday, February 12. 197«
Page 7
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Struggle to get taste into low tar smoking ends suddenly with
new TEnriched Flavor discovery for 9 mg. tar M ERIT
For years, dependency on tar for taste has created .a taste
harrier for low tar cigarettes.
A limit on how gtxxl a low tar smoke could taste.
Now that harrier has heen broken.
Broken hy a remarkable cigarette called MERIT. MERIT
packs a radically-new Enriched Flavor’ discovery developed
after years of research by Philip Morris.
‘Enriched Flavor’ is so gtxxl at packing extra flavor into
tobacco that MERIT actually delivers as much —or more —
taste than cigarettes having more tar.
Up to 60% more tar.
Yet MERIT delivers only 9 mg. tar. One of
the lowest tar levels in smoking today. Lower, in
/act, them 98% of till cigarettes sold.
If you smoke, you’ll be interested.
Tbbacco-Not Special Filters-Ends
"Low Tar, Good Taste” Search
Special “low tar, good taste’’ filters are what
most other cigarette makers came up with to try
to get flavor into low tar smoking.
And are still coming up with.
But the answer, the real answer, comes from
the other end of smoking. The tobacco end.
By “cracking” tobacco smoke down into its
various ingredients, researchers at Philip Morris
discovered there arc certain basic ingredients
more important to taste than others.
Ingredients that deliver taste way out of
proportion to tar.
By selecting these high quality flavor
O Philip M orris Inc.
1976
producers that are also low tar contributing, ‘Enriched Flavor’
was carefully developed, perfected and packed into the tobacco
used to make MERIT
The taste-test results were startling.
Taste-Tested By People Like¥>u
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,
mokers 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 Inslilule ot Consumer Opinion Sludy available free on request
Philip Morris Inc Richmond. Va. 2'2bl
9 m g /t a r / 0.7 mg. nicotine av. per cigarette by FTC Method
mg
nicotine
MERITand M ER IT MENTHOL
Warning The Surgeon General Has Determined
That Cigarette Smoking Is Dangerous to Your Health