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In terms of chewing, it essentially has a good mouth feel, like rawhide

The reason given here for toasting is throat protection. The ad claims, the exclusive TOASTING Process which includes the use of modern Ultra Violet Rays the process that expels certain harsh, biting irritants naturally present in every tobacco leaf. On the other hand Camel claimed, Camels are never parched or toasted. We would never dream of parching or toasting these choice sun-ripened tobaccosthat would only drive off or destroy the natural moisture that makes Camels fresh in natures own mild way. The ad closes with a challenge and an ominous warning, switch to Camels for just one day then leave them, if you can. A mainstay in the advertising of Lucky Strike was celebrity endorsements

Virtually all of his increased tobacco seed sales have been in the U.S., he said

(01:02) Such was the zeitgeist power of Virginia Slims that they became the very last cigarette brand ever advertised on American TV, at 11:59 p.m on January 2, 1971, during The Tonight Show Starring Johnny Carson