The Parliament cigarette has featured a recessed filter tip since the 1950's when it was famous for it's mouthpiece filter. Advertising has always declared that the 1/4 inch recess functioned like an old-fashioned cigarette holder. At one time twenty Parliament cigarettes were packed upside down in a common soft pack, and advertising persuaded smokers that their unsanitary fingers would never touch the filter tip before their lips did. In 1969 an orange citrus menthol version of Parliament was launched. This tasty innovation failed, evidently because it was way ahead of its time. The marketing and promotion took advantage of the inexpensive hologram technology that had just been developed in 1990's. An eye-catching tropical hologram that was part of the pack graphics appeared on the complimentary Parliament flip-top boxes making them more attractive to consumers.