"Winston tastes good like a cigarette should" is an enduring slogan that appeared in newspaper, magazine, and television advertisements for Winston cigarettes from the brand's introduction in 1954 until 1972. It is one of the best-known American tobacco advertising campaigns – Advertising Age names the campaign #8 on their "Top Jingles of the 20th Century" list.

In a departure for the time, the advertising campaign was also used to target distinct niche groups apart from its core clientele of "white bread" smokers, such as Jewish-Americans and African-Americans, the latter evidenced by the advertisement pictured.

A catchy jingle and ad campaign, it is regarded as a slogan that embodies a piece of Americana, and has even seeped into the consciousness of people who were too young (or not even alive) to remember the campaign when it occurred. The slogan was so well-remembered that it was added to Simpson's Contemporary Quotations in 1988.

Beginnings

---

Future R.J. Reynolds Tobacco Company president Bowman Gray Jr. was in charge of marketing Winstons, which were a new addition to the R.J. Reynolds line in 1954. While listening to advertising employees from the William Esty Company, the slogan "Winston tastes good like a cigarette ought to" was considered, only to be replaced with the more succinct "Winston tastes good like a cigarette should."

The first print ad appeared in the Pittsburgh Post-Gazette in September 1954, with an ad in Life following the next month. In 1955, Winston would take over as sponsors of the Walter Cronkite news show, as well as Garry Moore's variety show; it was at this time that the first television advertisements aired.

Television

---

In the television advertisements, the slogan is presented in a singsong fashion with a notable two-beat clap near the end, so the jingle would sound like Win-ston tastes good like a (clap clap) cigarette should. The "clap" noise was sometimes substituted for actors in the commercials knocking twice against a truck carrying Winston cigarettes, or an actor flicking his lighter twice to the same conceit.

Winston cigarettes were sponsors of such television series as The Beverly Hillbillies and The Flintstones . The former series would show stars Buddy Ebsen, Irene Ryan, and Nancy Kulp extol the virtues of Winstons while smoking them and reciting the jingle. The latter series would later come under fire for advertising cigarettes on an animated series watched by many children, but Winston pulled their involvement with the series after the Pebbles Flintstone character was born in 1963.

Grammar controversy

---

During the campaign's long run in the media, many people noted that the slogan was grammatically incorrect; they noted that it should correctly say, "Winston tastes good as a cigarette should." Malcolm Gladwell, in The Tipping Point, says that this "ungrammatical and somehow provocative use of 'like' instead of 'as' created a minor sensation" in 1954 and implies that the phrase itself was responsible for vaulting the brand to second place in the U.S. market. Winston overtook Pall Mall cigarettes as the #1 cigarette in the United States in 1966, while the advertising campaign continued to make an impression on the mass media.

In the fall of 1961, a small furor enveloped the literary and journalistic community in the United States when Merriam-Webster published its Third New International Dictionary. In the dictionary, the editors refused to condemn the use of "like" as a conjunction, and cited "Winston tastes good like a cigarette should" as an example of popular colloquial use. After publication of Webster's Third, The New York Times called the edition "bolshevik," and the Chicago Daily News noted that the transgression signified "a general decay in values."

In 1970 and 1971, Winston sought to revamp its image and chose to respond to many grammarians' qualms with the slogan, "What do you want, good grammar or good taste?" The former slogan was last used in 1972.

In 1981, actor James Garner claimed responsibility for the grammatical mistake during an interview with Playboy magazine. Garner, who narrated the original commercial, stated that his first action to be captured on film ever, was to misread the line that had been provided to him. However, as noted above, the advertisements first appeared in print before their debut on television, which would cast doubt on Garner's claim.

References

---

Advertising campaigns | Advertising slogans | Television commercials