Throwback Thursday: When Doctors Prescribed ‘Healthy’ Cigarette Brands

Don’t be foolish, take your doctor’s advice: Smoke a fresh cigarette. From the 1930s to the 1950s, advertising’s most powerful phrase—“doctors recommend”—was paired with the world’s deadliest consumer product. Cigarettes weren't seen as dangerous then, but they still made smokers cough. To allay fears, tobacco brands hired throat “doctors” (that is, models dressed in white coats) to explain that dust, germs or a lack of menthol were to blame, not the cigs themselves. 

@UpperEastRob robert.klara@adweek.com Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.