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(Committee on the Review of the Health Effects of Electronic Nicotine Delivery Systems) (January 2018)

An almost 50% reduction

Lorillard launched Kent at a press conference at New Yorks Waldorf-Astoria, touting the Micronite filter as offering the greatest health protection in cigarette history. Playing on the publics gee-whiz faith in science and technology, Kent ads told a glamorous, though vague, back story of how the quest for the new filter ended in an atomic energy plant, where the makers of KENT found a material being used to filter air of microscopic impurities. What is Micronite? another ad asked

"It's never too late nor too early to quit," she emphasizes

Printed on heavy cardstock in a circular format, it advertises the "Double-Mellow" and "Double-Cellophane" features of Old Gold, "The Treasure of Them All." With its vivid navy and gold color scheme and stylized type, this piece brings midcentury Americana back to life