1964 · Tobacco
Winston
Flavor That Goes with Fun
The pack rides a pair of ski goggles while skiers play, but the line doing the real work is Winston's slogan from its 1954 launch: 'tastes good like a cigarette should.' William Esty's agency used 'like' instead of the grammatically correct 'as' on purpose, and the error drew protests from teachers and even from Walter Cronkite, who refused to read it as written. The controversy kept the phrase repeated and argued over, which burned the brand name into memory for free.
