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In 1955, Philip Morris sales were at their lowest point- even "I LOVE LUCY" wasn't selling them as fast as they wanted the public to smoke them (that's why they dropped their sponsorship of Lucy's program that June). They discovered they needed to change their advertising approach. In Vance Packard's "The Hidden Persuaders" (1957), it was revealed that Philip Morris conducted a survey in mid-1955 to find out WHY people weren't buying them. Participants were asked to complete this sentence: "When I think of Philip Morris, I think of __________." The majority of them answered, "irritation". This was because in previous advertising campaigns, Philip Morris stressed their brand was "entirely free of a source of irritation found in the manufacture of all other leading cigarettes"- and people remembered that even when they abandoned that claim after 1953. It was decided they would project a more "positive" approach- and a different pack replaced the brown one that had been used for at least 40 years. And they also "retired" Johnny Roventini, their famous "Call for Phil-ip Mor-aiiisss!!" bellhop [who'd been a part of their radio, print, and TV ad campaigns since 1933]. By the end of 1955, Philip Morris introduced a white pack with stripes and a new logo, and stressed the word "gentleness" in their advertising. It worked: according to Packard, first-quarter sales in 1956 were up 26% over the previous year. And Philip Morris continued to use this approach, emphasizing "young smokers", "mildness" and a preference for cigarettes "without filters" towards the end of the 1950's (interestingly, Liggett & Myers also stressed "If you like a mild smoke, but you don't like filters, join the 'Chesterfield People'---get Chesterfield King!" in their 1965 ad campaign). By 1958, however, they revived "old memories" of Johnny, "Call for Philip Morris", and "On the Trail" (from Grofe's "Grand Canyon Suite", used as their musical signature on radio and TV for 22 years) in their advertising.....veteran actor/announcer Michael Rye {Rye Billsbury} is the announcer heard in the 1959 ads from 15:47 through 37:52. In 1960, they altered their "King Size" brand into "Philip Morris Commander". Again, they "rewrapped" the pack a bit, and stressed a "nautical" theme in their advertising. 58:34- "DOUGLAS EDWARDS WITH THE NEWS", CBS' early evening 15 minute newscast [6:45-7pm(et) in most areas, with a 7:15pm "feed" in others], was sponsored on alternate evenings by Philip Morris....who continued to be a regular sponsor after Walter Cronkite succeeded Edwards in April 1962. Interesting....................