Old Gold, for a treat instead of a treatment. What the heck does that mean? Well, for one it marks the beginning of the recognition smoking causes health problems. For decades afterward cigarette manufacturers would engage in creative language to disguise or deny the detrimental effects of smoking. They'd put out low tar, light, and even ultra-light cigarettes while simultaneously engaging in a program of obfuscation to protect their billion-dollar industry. But hey, Merry Christmas!