In 1953, Phillip Morris advertised their cigarettes as "the cigarette that takes the FEAR out of smoking."
"The Cigarette that Takes the Fear out of Smoking. Call for Philip Morris." Truth Tobacco Industry Documents, 1953. Advertisement.http://legacy.library.ucsf.edu/tid/zey74e00/pdf
"The cigarette that takes the Fear out of smoking!" Truth Tobacco Industry Documents, 1956. Advertisement.http://legacy.library.ucsf.edu/tid/fwa56b00