True (cigarette)

True was introduced in September 1966 by Lorillard in 10 major U.S. markets, with national distribution beginning on November 1, 1966. The tagline for the new brand was "Shouldn't your brand be True?".^[4] The cigarette, when first introduced, was full flavored. It was later available in a reduced tar and nicotine version during the 1970s and 1980s. During that time, True deceptively targeted people who wanted to quit smoking ("Considering All I'd Heard, I decided To Either Quit Or Smoke True. I Smoke True.").^[5][6]

True cigarettes, like Parliament cigarettes, have a recessed filter. However, whereas Parliaments have nothing in the recessed space, Trues have a plastic piece (round with a triangle in the middle and radials which extend to the outside) which prevents the top of the cigarette from being broken, torn, or crushed.

In 2015, Reynolds American acquired the brand after they bought the Lorillard Tobacco Company.

Lorillard made various poster advertisements to promote the True brand as a "low tar, low nicotine" brand.^[7][8]

A few TV ads were also made to promote the brand in the late 1960s to early 1970s.^[9][10]

• Filters Kings: Soft Pack, Box
• Filters 100s: Soft Pack, Box
• Menthol Kings: Soft Pack, Box
• Menthol 100s: Soft Pack, Box

• Tobacco smoking