More
More is a long-format cigarette brand introduced by R.J. Reynolds in 1974 and marketed in multiple countries through local tobacco-company operators and licensees.
Last updated August 24, 2026
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Overview
More is a cigarette brand introduced in the United States by the R.J. Reynolds Tobacco Company in 1974. The brand was designed around a distinctive long format and a positioning that sought to bridge the sensory and visual gap between conventional cigarettes and cigars. Its signature version is approximately 120 millimetres long, considerably longer than a standard cigarette, and commonly uses a dark brown wrapper rather than the traditional white paper. Shorter versions with white or cork-colored filters have also been sold. At launch, More was marketed to both men and women. Its communications later placed greater emphasis on female consumers, while retaining a strong, full-flavor image. The product was notable for its comparatively strong taste and, at introduction, relatively high tar and nicotine levels compared with many other filtered cigarettes. More has been sold in full-flavor and menthol variants, as well as lighter versions. The range has included brown and white 120-millimetre products and a beige 100-millimetre format. The brand’s most recognizable products are its Slim 120s variants, including More Slim 120s in full flavor, More Menthol Slim 120s, More Gold Slim 120s as a lighter style, and More Silver Menthol Slim 120s as a lighter menthol style. Product availability has varied by country and over time. In the United States, the brand has remained associated with R.J. Reynolds and is generally treated as a niche cigarette brand. Reference material characterizes it as still sold but not actively promoted through contemporary advertising. Outside the United States, More has operated through international licensing and local tobacco-company arrangements under the name More International. Japan Tobacco has been associated with the brand in European markets, while PMFTC has handled it in the Philippines. The brand has also appeared in markets across Europe, Eastern Europe, Asia, the Middle East, and the Caribbean or South Atlantic trade network, although presence and specific product formats differ by jurisdiction. Promotion has included poster advertising in the United States during the 1980s and 1990s, international posters produced by Japan Tobacco, and Philippine television and radio advertising. In the Philippines, More Classic was introduced in 2004 and remained in the range until 2006, using the tagline “Capture the Taste of Classic” in place of the earlier “A Taste of Magic” line. The brand also received a small pop-culture reference through its appearance in the 2021 film Swan Song. More remains a tobacco product brand rather than an independent corporate entity. Ownership, manufacture, distribution, and licensing therefore depend on the market. Its principal historical distinction is the successful commercialization of the 120-millimetre cigarette, supported by a dark wrapper, strong flavor profile, and formats intended to differentiate it from mainstream standard-length cigarettes.
History
More was created by the R.J. Reynolds Tobacco Company and introduced in the United States in 1974. Its principal innovation was not a new tobacco category but a highly differentiated cigarette format: the main product was approximately 120 millimetres long, giving it a noticeably elongated appearance and a smoking experience intended to last longer than that of a conventional cigarette. The brand also used a dark brown wrapper for its characteristic long cigarettes, contrasting with the white paper normally associated with filtered cigarettes. The brand was presented as occupying territory between cigarettes and cigars. Its fuller taste and relatively high tar and nicotine levels at introduction helped distinguish it from many contemporary filter brands. More was initially marketed to men and women. Over time, its primary advertising emphasis shifted toward female consumers, while the product continued to retain an image based on length, richness, and visual distinctiveness rather than mass-market ubiquity. More developed full-flavor and menthol offerings and later expanded into lighter styles. The portfolio included brown and white 120-millimetre products as well as a beige 100-millimetre version. Shorter formats using white or cork filters were also available, meaning that the brand’s identity was anchored in the long 120s but was not limited exclusively to that format. The product line later included named variants such as More Slim 120s, More Menthol Slim 120s, More Gold Slim 120s, and More Silver Menthol Slim 120s. R.J. Reynolds promoted More through poster advertising during the 1980s and 1990s. The brand was subsequently distributed internationally through licensing and local tobacco-company relationships. In Europe, Japan Tobacco has been associated with More International, while PMFTC has been associated with manufacturing or marketing the brand in the Philippines. Reference material identifies sales or historical availability across a broad group of countries, including the United States, the United Kingdom, continental Europe, Eastern Europe, parts of Asia, Israel, Argentina, and the British Virgin Islands. Market presence and product specifications have not necessarily been uniform. The Philippines became one of the markets in which the brand received documented local promotional activity. A television commercial was produced in the 1990s, followed by a radio advertisement in 2002. More Classic was launched in 2004 and used the line “Capture the Taste of Classic,” replacing the previous “A Taste of Magic” slogan. The More Classic product was described as remaining in the market until 2006. In the United States, More has been characterized as a niche brand that continued to be sold without the level of active advertising associated with major mass-market cigarette brands. Its continuing identity rests on the long format, dark wrapper, strong flavor profile, and availability in full-flavor and menthol styles. The brand’s ownership and manufacturing arrangements vary geographically because it is operated by different tobacco companies or licensees rather than by a single globally uniform corporate structure. More was also visible in popular culture through an appearance in the 2021 film Swan Song.
- 2021
Brand appears in Swan Song
[1]More appears as a brand reference in the film Swan Song.
- 2006
More Classic leaves the described range
[1]The More Classic product is described as having been sold through 2006.
- 2004
More Classic launches
[1]More Classic is introduced in the Philippines with a new “Capture the Taste of Classic” tagline.
- 2002
Philippine radio advertising
[1]A radio advertisement for More is broadcast in the Philippines.
- 1990
Philippine television advertising
[1]A television advertisement is produced in the Philippines to promote More.
- 1980
Poster advertising expands
[1]R.J. Reynolds uses poster advertising to promote More during the 1980s; the brand continues similar poster-led promotion into the following decade.
- 1974
More is introduced in the United States
[1]R.J. Reynolds launches More as a distinctive long-format cigarette, with the principal version measuring approximately 120 millimetres.
Products and positioning
A distinctive long-format cigarette brand associated with a dark brown wrapper, strong flavor, full-flavor and menthol variants, and a visual and sensory positioning between conventional cigarettes and cigars. Historically marketed to both men and women and later given greater emphasis among female consumers.
Full-flavor cigarettes
More Slim 120s
A full-flavor long-format cigarette in the brand’s characteristic 120-millimetre slim format. It represents the core More proposition: an elongated cigarette designed to stand apart visually and in smoking duration from standard-length filtered products.
Menthol cigarettes
More Menthol Slim 120s
A menthol version of the Slim 120s format. It combines the brand’s elongated construction with a menthol flavor profile and has been listed among the United States varieties associated with More.
Lighter cigarettes
More Gold Slim 120s
A lighter-style 120-millimetre More cigarette. The Gold designation is associated with the brand’s lighter range, extending the long-format proposition beyond its original full-flavor positioning.
Lighter menthol cigarettes
More Silver Menthol Slim 120s
A lighter menthol variant in the Slim 120s family. It adapts the More long format for consumers seeking a less intense style while retaining menthol flavoring.
Cigarettes · 2004
More Classic
A Philippine-market product launched in 2004 and promoted around a classic-taste proposition. Its launch replaced the earlier “A Taste of Magic” communication with “Capture the Taste of Classic.” The product was described as remaining available until 2006.
Marketing campaigns
- 2004Capture the Taste of Classic
Philippines
The launch of More Classic introduced the “Capture the Taste of Classic” tagline, replacing “A Taste of Magic.”
Outcome. More Classic was described as being sold through 2006.
- 2002Philippine radio advertising
Philippines
A radio advertisement was used to promote More in the Philippine market.
- 1990Philippine television advertising
Philippines
A local television advertisement was produced to promote More in the Philippines.
- 1980More poster advertising
United States
R.J. Reynolds used poster advertising during the 1980s and 1990s to communicate the More brand and its differentiated cigarette format.
Outcome. The brand remained a recognized niche offering, although later reference material describes it as sold without active contemporary advertising.
Brand decisions
2004
Launch of More ClassicProduct launchBackground
The Philippine business expanded the brand with a product presented around a classic-taste proposition.
Action taken
More Classic was launched with the “Capture the Taste of Classic” tagline.
Aftermath
The product was described as remaining in the market until 2006.
1974
Launch of the More 120-millimetre cigaretteProduct launchBackground
R.J. Reynolds sought to differentiate More from conventional filtered cigarettes through an unusually long format, a dark wrapper, and a strong flavor profile.
Action taken
The company introduced More as a long cigarette designed to bridge the perceived gap between cigarettes and cigars.
Aftermath
More became the first successful 120-millimetre cigarette according to the cited reference material and developed into a niche brand sold in multiple markets.
Recent events
- 2021
More appears in Swan Song[1]
Other
The More brand appeared in the 2021 film Swan Song.
- 2004
More Classic launched in the Philippines[1]
Product launch · Campaign
More Classic was introduced in the Philippine market and promoted with the tagline “Capture the Taste of Classic.” The product was discontinued from the described range by 2006.
- 1974
More cigarette brand introduced by R.J. Reynolds[1]
Product launch
R.J. Reynolds introduced More in the United States as a long-format cigarette intended to distinguish itself from standard filtered cigarettes.
Sources3 sources
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