The levetor veli palatini muscle elevates the soft palate, the muscle uvulae bunches the soft palate, and the tensor veli palatini tenses and shortens the palate.
Pip assumes, and Havisham allows him to believe, that she is his benefactress and that he is being elevated to a position that will make him worthy of Estella.
The catchline - "Come to where the flavour is…come to Marlboro Country" - instantly brings to mind the brand that elevated the product to a completely different level.