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. "Finally.... Bingo! You people have hit on the jackpot. Your new "Merit" is really great!" —Joan C. Harper Los Angeles, California "I have switched from one low tar cigarette to another, but I have now switched for the last time. The flavor of Merit is fantastic." —J. Gordon Wisda Phoenix, Arizona "MERIT really fills the bill. I really like their taste." —Mrs. Henry Miller Lexington, Nebraska "MERIT is a great tasting cigarette and does not sacrifice good flavor because of lower tar and nicotine. I am suggesting MERIT to all my friends." —Percival L. Smith Saddle River, New Jersey "I have been experimenting with different brands of cigarettes for almost three years.... I decided to light up MERIT. I have finally struck gold." —Ms. Clara C. Zeigler Birmingham, Alabama "I would like to offer my congratulations to the people who developed MERIT cigarettes.... I don't know what you did, but you certainly did something right." —Ms. Marian Friedman Valley Stream, New York MERIT and MERIT MENTHOL "After reading your facts and figures, I decided to try Merit. May I congratulate you on your accomplishment." —Mrs. Larry Rohovit Raytown, Missouri "Hurray for lower tar and no sacrifice of flavor quality! You deserve praise!" —C. L. Burtnett Venice, Florida "Many of us tried to switch to new low tar cigarettes, but we always went back to our regular brands. Not after smoking MERIT!" —Mrs. Lena Garcia Safford, Arizona "At a recent party I attended, MERIT was as big a hit as the guest of honor." —Ms. Carol Payne Washington, D.C. "I would just like to say that for the first time ever, I have found a low tar and nicotine cigarette that's pleasant to smoke." —W. Wayne Hilliard Metairie, Louisiana "I had not changed brands for many years until I tried Merit.... Thanks for the lift in smoking." —Rex B. Little San Diego, California "MERIT cigarettes really broke the taste barrier. I really enjoy them and I just couldn't help letting you know about it." —Joseph V. Monetti Wolcott, Connecticut "I decided to try Merit cigarettes, figuring they were probably over advertised; but I've made the switch — they're good!!!!" —Mrs. Edward Pelo Munster, Indiana © Philip Morris Inc. 1976 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.