 In a departure for the time, the advertising campaign targeted distinct niche groups within the broader market of smokers, such as American Jews and African Americans.Future R. J. Reynolds Tobacco Company president Bowman Gray Jr. was in charge of marketing Winstons, which were a new addition to the R.J. Reynolds line in 1954.Gray listened to advertising employees from the William Esty Co., and the slogan "Winston tastes good like a cigarette ought to" was considered, then replaced by the more succinct "Winston tastes good like a cigarette should."