The Times

MERIT! 'Enriched Flavor' process prompts unprecedented response to taste of new low tar MERIT.

Smokers are talking about a new kind of cigarette. It's MERIT. The remarkable new low tar cigarette made with the 'Enriched Flavor'TM process. MERIT has only 9 mg. tar. One of the lowest tar levels in smoking today. Yet, taste tests proved that MERIT delivers as much — or more — flavor than cigarettes having up to 60% more tar. If you smoke, you'll be interested in what people like yourself are writing to us about MERIT. "MERIT really fills the bill. I really like their taste." —Mrs. Henry Miller Lexington, Nebraska "Congratulations — they really do taste good. Great work!" —Mr. Robert Baker Kenilworth, New Jersey "I've tried all the low tar and nicotine cigarettes without finding a winner, until now.... MERIT is definitely a winner." —Mr. Raymond L. Rubin Milwaukee, Wisconsin "Merit should be called the T.T. Cigarette (True Tobacco Taste)." —J. W. McLeod Manning, South Carolina "I am not one for writing letters; however, I feel congratulations are in order for your new low-tar cigarettes. MERIT. They are the best!" —Walter Drenckhahn Long Island, New York "Today a friend handed me a complimentary pack of Merit. I'm delighted!" —Carolyn Perdue North Miami Beach, Florida "Thanks to all of you for discovering 'enriched flavor'!" —Sheldon M. Weisman Dallas, Texas "Finally, a good tasting cigarette low in tar and nicotine. And you feel like you're smoking something besides air." —Susan Wilmington Chicago, Illinois "Finally someone has made a low tar and nicotine cigarette that is really good." —Ms. Joan Connelly Livonia, Michigan "Keep up the good work. A good slogan for MERIT might be 'do yourself a favor while lighting up enriched flavor'." —Norris E. Rawhouser Menomonie, Wisconsin "Three cheers for Merit! I don't know how you did it, but congratulations." —Mrs. Samuel Garre III Barrington, Illinois "MERIT Menthols provide a very satisfying taste and I am sure I will be smoking this brand from now on." —Mrs. Margaret Hargan Memphis, Tennessee "It's very seldom that a product really impresses me, but Merit filters are great." —Skip Anderson Millstadt, Illinois "We want to thank the people at Philip Morris for a low tar and nicotine cigarette with fantastic flavor." —Mrs. Jay C. Moyer Whitehall, Pennsylvania "You can be proud of your new Merit cigarettes. They are the first and only low tar brand that doesn't taste like so much hot air." —Burl Barer Bellevue, Washington "I have smoked MERIT for over a week now and the taste is very satisfying.... Now I'm a MERIT man!" —Ray Echard Parkersburg, West Virginia "The eight friends I have introduced to MERIT have asked me to include their thanks for your new product." —Paul J. Weiss Long Island City, New York