Winston tastes good like a cigarette should

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"Winston tastes good like a cigarette should" is an advertising slogan that appeared in newspaper, magazine, radio, and television advertisements for Winston cigarettes, manufactured by R. J. Reynolds Tobacco Company. Reynolds used the slogan from Winston's introduction in 1954 until 1972. It is one of the best-known American tobacco advertising campaigns. In 1999, Advertising Age included the "Winston tastes good like a cigarette should" jingle in its list of the 10 best radio and television jingles in the United States during the 20th century.

The advertising agency William Esty Co. deliberately, and ungrammatically, used "like" rather than "as" (subordinating conjunction) in the slogan and jingle. The Esty executives Wendell Adams and Arline Lunny were in charge of the overall campaign. Lunny produced and directed most of the campaign's content during its early years. Although Adams was a classically trained musician, Margaret Johnson (a singer, pianist, and model) ghost wrote the jingle; Johnson and her husband, Travis Johnson, recorded it with their group, the Song Spinners.^[1]

The slogan was included in the 1988 edition of Simpson's Contemporary Quotations.^[2]

In a departure for the time, the advertising campaign targeted distinct niche groups within the broader market of smokers, such as American Jews^[3] and African Americans.^{[4][original research?]}