A frank confession about old Spud Cigarettes (1956)

(Not to be mistaken with the Tobacco Industry Research Council's "A Frank Statement to Cigarette Smokers" released January 4, 1954)

The old Spud was the first mentholated cigarette. Its sales sky-rocketed in the early thirties, making the old Spud one of America's leading brands.

But the old Spud was in serious trouble when it was bought from the original makers by Philip Morris. Its reputation was gone. Its sales were shrinking.

The failure of the old Spud

Here's what had happened: Spud's previous owners had allowed the old Spud to ride on its reputation too long. No efforts were made to improve the old Spud cigarette itself. And new cigarettes had entered the mentholated field - at cut prices. The makers of the old Spud refused to lower prices to meet this competition.

As a result, the old Spud sat on shelves too long and was often stale when it reached a smoker's lips. On taking over Spud, Philip Morris was determined to make drastic changes.

Plans for a new cigarette

Plans were drawn up to repair the errors of the past. But we wanted to go further than a mere repair job. Our aim was to make a completely different cigarette.

Years of research were devoted to this job.

First, we decided to develop a new blend of tobaccos and to use the very best money can buy. Tobacco is the heart of a great cigarette.

Next, we decided to add a filter. So our research laboratory was asked to develop a filter which would remove impurities from the smoke - but also let the flavor of our rich tobaccos come through.

More than a hundred filters were tested - and rejected. Then, early in 1956, we got it - a filter which is not only efficient, but aslo free-breathing:

How much menthol ?

Stage three was our menthol research program. Just how much menthol do people want in a cigarette?

Our purpose was to create a cigarette which would appeal to smokers not only when they have a cold, but all the time.

We discovered a starling fact. We had been putting too much menthol in the old Spud. It tasted so "medicated" that people smoked only when they were sick.

We found that what smokers really wanted was just a hint of menthol, a light touch.

We discovered that this light touch of menthol freshens the smoke. And it acts on the tobacco the way salt acts on steak . It accents the flavor.

Triumph of New Filter Spud

That is the story of Spud. The bitter failure of the old Spud, followed by long years of research, culminating in the brilliant New Spud. A triumphant success.

We put our great new cigarette in the package that's revolutionizing the tobacco industry - the famous flip-top box. You'll approve of its red, white and blue-green design.

Buy a pack of New Filter Spuds. If you don't agree that New Filter Spud is a finer cigarette than the one you're now smoking, your money will be refunded by Philip Morris Inc., 100 Park Avenue, New York 17, N.Y.

Try New Spud

BY THE MAKERS OF PHILIP MORRIS

(Philip Morris Document #1002763463)

Always Under Construction