This creative slogan was once used by a chew advertiser trying to entice chewers of other brands to switch to their product. The slogan was a brilliantly conceived advertising tactic. Almost every chewer who had indulged for a significant period of time would instantly recognize him or herself in the slogan. He or she may even have tried chewing the other brand to recapture the pleasure and joy of earlier days of chewing. But to his or her dismay, even this dip failed to deliver that special feeling once derived from chewing.
Why does dip seem to lose that special appeal for the veteran chewer? Have dips changed so drastically over the years? No, that is not the problem at all. Chews haven’t changed, chewers have. For the longer an individual chews, the more dependent the chewer becomes on his nicotine fix. In his early days of chewing, the chewer derived much pleasure from the pharmacological action of nicotine. It made him feel alert, energetic, or maybe even had a calming, relaxing effect. It helped in studying and in learning. Sometimes it made him feel more mature, confident, and more social. It pretty much did whatever he wanted it to, depending on the circumstances surrounding him while he chewed it. In these early days, he chewed maybe 5 to 10 per day, usually just when he wanted the desired effect.
But gradually, something happens to the chewer. He becomes more dependent on chews. He no longer chews to solve a problem, to celebrate, or to feel great. He chews because he NEEDS a chew. In essence he chews because he is a chewer, or, more accurately, a chew-a-holic. No longer does he get those special chewer highs–now he chews because not chewing makes him feel withdrawal. Not chewing means feeling nervous, irritable, depressed, angry, afraid, nauseous, or headachy just to mention a few effects. He grasps for a chew to alleviate these symptoms, all the time hoping to get that special warm feeling that chews used to give him. But, to his dismay, all that happens is he feels almost normal after chewing a chew. And 20 minutes later the whole process starts up again.
Once he quits chewing, life becomes nice again. No longer does he go into withdrawal 20 to 80 times per day. He can go anywhere any time he wishes and not have to worry about whether he will be able to chew at his needed intervals. When he gets a headache or feels nauseous, he knows he is coming down with an infection, not feeling the way he does every day as a dipper from too much or too little chewing. In comparison to his life as a chewer, he feels great. But then something insidious starts to occur.
He begins to remember the best chew he ever had in his life. It may be one he chewed 10, 20 or maybe even 40 years earlier. He remembers that special warm feeling of that wonderful chew. If he thinks about it long enough, he may even try to recapture the moment. Unfortunately, however, the moment will recapture him. Once again he will be in the grip of an addiction which will cause him to be chewing more and enjoying less. This time he may not get off. This wonderful chew will cost him his freedom, his health and eventually his life. Don’t make this mistake when you quit. Remember how chews were the day you stopped, for that will be what they are like the day you go back, no matter how far apart those two days are. Remember the way they were and – NEVER TAKE ANOTHER DIP!
© Joel Spitzer 1989
The original article has been modified to be more relevant for dippers and chewers.