Malcolm Gladwell provides many examples throughout this book of different every day scenarios in order to connect the reader and draw them into at least one or two of the many topics he goes over. In his book, Malcolm discusses cigarettes and how when advertising Winston cigarettes back in Spring of 1954, R.J. Reynolds, the seller of Winston Cigarettes, and other advertisers came up with a catchy jingle, "Winston tastes good like a cigarette should." It had thousands all over singing the slogan. Little did the adverstisers know, the "stickiness" of the Winston slogan would have people singing it for years. Coming from Gladwell, the "stickiness factor" of an advertisement is the amount of impact a message makes on a person or persons. This factor includes very "specific ways in making a contagious message memorable. There are relatively simple changes in the presentation and structuring of information that can make a big difference in how much of an impact it makes." After a few years, Winston's had officially "tipped," making it the best selling cigarette brand in the country.