 Rather than featuring a solid filter like most cigarette brands, Vantage's filter features a conical hole in its center.While seemingly as mysterious as Parliament's recessed filter, Vantage advertising from 1977 states that the reasoning behind the design is to give "smokers the flavor of a full-flavor cigarette without anywhere near the 'tar' or nicotine".It received its biggest advertising push in the 1970s and '80s but is now categorized as a 'non-support' brand; though R.J. Reynolds will not provide marketing support for Vantage, the company will maintain the brand's distribution where there is consumer demand.