# A silly millimeter longer

In 1966, Benson & Hedges introduced the “100” — an extralong, 100-millimeter cigarette. Their tongue-in-cheek commercials focused on the supposed disadvantages of such a long cigarette.

Not to be outdone, the makers of Chesterfields responded by introducing the “101”, which was 101 millimeters long. As they put it, it was a “silly millimeter longer.”

As far as I know, no one ever introduced a “102” cigarette.