161

Filter Tip Cigarettes

In 1936 Brown and Williamson Tobacco introduced Viceroy cigarettes. They

were billed as

―

the first national brand to feature a filter of cellulose acetate.

‖

A 1953 Viceroy advertisement proclaimed

―

Viceroy cigarettes give double-

barreled health protection.

‖

A 1957 ad pictures Mickey Mantle smoking a cigarette and saying

―

Viceroy has

the smoothest taste of all.

‖

A 1958 ad is headlined

―

Why do America

‘

s Champion Athlete

‘

s Choose

Viceroy.

‖

It pictures Mickey Mantle, golfer Sam Snead, diving champion Zoe

Ann Olsen, and tennis champion Pancho Gonzales. The answer is again

―

Viceroy

has the smoothest taste of all.

‖

A television advertisement spouted

―

No wonder so many doctors now smoke

and recommend King-Size Viceroys.

‖

Another television ad said

―

Only the exclusive Viceroy contains 20,000 tiny

filters made from pure cellulose - soft-white, natural - twice as many filters as the

other two-largest selling filter brands. That

‘

s why Viceroy gives you...the

smoothest taste in smoking! Smoke Smoother Viceroy.

‖

And the corkscrew advertisement simply states

―

Viceroy Filter Tip Cigarettes.

‖

The corkscrew bears some similarity to a waiter

‘

s friend but it cannot be used as

such. The can piercer is simply a cover for the worm when not in use. When in

use the can pivots horizontally and is used as part of the direct pull T-handle.

The handle is unusual in that it is an over the top style cap lifter.