Us Tareyton smokers would rather fight than switch!
”Us Tareyton smokers would rather fight than switch!" is an advertising
slogan which appeared in magazine, newspaper, and television ads for
Tareyton cigarettes from 1963 until 1981. In America, it was one of the
most recognizable ad campaigns in the 1960s and 1970s. During the
campaign, the models were people from all walks of life and they used
makeup to create "black eyes" to demonstrate their willingness to "fight"
instead of switching from the Tareyton brand.
The first printed advertisement with the slogan appeared in Life magazine on
October 11, 1963. In 1966, the first television ad with the slogan aired. The
target of the campaign was to create a sense of loyalty amongst Tareyton
smokers. The black makeup that the models and actors used made it seem
as if they had black eyes, probably earned in battles with smokers of other
cigarettes. Due to the success of the advertising campaign, Tareyton brand
briefly enjoyed robust sales, which put them in the Top 10 of all American
cigarette brands during the 1960s and 70s.