1962 · Tobacco
Chesterfield
Pleasure Is a Chesterfield
The line 'pleasure is a Chesterfield' rode atop the brand's real selling number: '21 great tobaccos make 20 wonderful smokes,' a claim that the company blended 21 named tobaccos into every 20-cigarette pack. Liggett & Myers leaned on that arithmetic as a quality cue at a moment when rivals competed on filters and tar; counting ingredients let Chesterfield imply craft rather than chemistry. In a parallel 1962 run, the brand compressed it to '21-20,' borrowing the bust-waist-hip format to pair the slogan with pin-up models.
