The brand was introduced by the R.J. Reynolds Tobacco Company in 1974.[1] More was originally marketed to both men and women and then changed its primary focus to female consumers. It typically has a dark brown (rather than the traditional white) wrapper and is typically 120mm (4.7in) in length. The More brand does, however, produce shorter versions with the typical white wrapper and white or cork filters.[2]
Bridging the gap between cigars and cigarettes, More was the first successful 120mm cigarette. It had a strong flavor and when introduced was higher in tar and nicotine than most filter cigarettes on the market. It is sold in both the full flavor and menthol flavors. It is considered a niche brand by R.J. Reynolds, still sold, but not promoted by advertising.[citation needed]
It is sold globally under license to various other tobacco companies under the title of More International. The brand was expanded to include 'light' styles in the form of both brown and white 120mm and a beige 100mm (3.9in) version.[citation needed]
The brand appeared in the 2021 movie Swan Song.[3]
Advertising
R.J. Reynolds made various poster adverts to promote the More brand in the 1980s and 1990s, and posters for More International were also made by Japan Tobacco outside the U.S.[2][4][5][6][7][8][9][10][11][12][13]
In the Philippines, a TV ad was made in the 1990s to promote the More brand.[14][15] A radio advert was also made in 2002.[16] In 2004, More Classic cigarette was launched until 2006 with its new tagline "Capture the Taste of Classic" replacing "A Taste of Magic".[17]
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