There is nothing quite like the marketing logic of the late 70s, which suggests that if you want to feel "refreshed," you should inhale flavored smoke that has been metaphorically flash-frozen in a tundra. The heavy-duty leather work glove is a particularly inspired touch, it implies that these cigarettes are so bone-chillingly "cool" that handling the pack without thermal protection might result in immediate frostbite.
It’s the ultimate "cool guy" aesthetic: looking like you just stepped out of a walk-in freezer to offer someone a menthol-flavored icicle. Also, let’s take a moment to appreciate the sheer optimism of the "low tar" branding. It’s like offering a "diet" version of a lava pit, sure, it’s technically less intense, but you’re still playing with fire. If the goal was to make smoking look like a high-stakes expedition to the North Pole, mission accomplished.
Sourced from Woman's Day (September 20, 1979).
