"Upon careful consideration, the beverage coaster program has been terminated," Reynolds attorney James H. Beckett wrote to Maryland Attorney General J. Joseph Curran, one of the leading critics of the campaign.

Reynolds had been mailing drink coasters to smokers over age 21 that seemed to encourage overconsumption of alcohol, including phrases such as "layer it on" and "go 'til daybreak." The campaign drew fire from state attorneys general, public-health advocates, and the alcohol industry. "While we don't agree with their characterization of the program, we ultimately decided after reviewing it that it wasn't worth continuing to disagree over," says Reynolds spokesperson Maura Payne.

Curren said he was pleased with the company's decision. "Excessive drinking as recommended by these coasters -- particularly with these slogans -- it just sends the wrongest possible message when those of us in law enforcement are doing everything we can to discourage excessive drinking," he said.

Added David Rosenbloom, director of Join Together: "This victory shows that citizen-led groups working in partnership with attorneys general can stop irresponsible marketing tactics by tobacco and alcohol companies."

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