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Since 1974, the American R.J. Reynolds Tobacco Company has introduced a unique cigarette, the More cigarettes, to the international market. One of the main features of this new product was its size: 120 mm. In the mid-1970s, cigarettes of this length were truly rare and did not exceed the “hundred” size maximum until 1974.

It is a serious question that the 120 length specification did not exist prior to 1974, at least I could not find a sample of the ad in print that year. However, several brands using this format entered the cigarette market almost simultaneously after 1974; the author of the 120 is usually attributed to More cigarettes, but it is difficult to be 100% certain these days. In any case, mores proved to be the most successful at the end of the 20th century.

The advent of Japan Tobacco International marked the end of this era: all of RJR’s international markets, and all brands of cigarettes and tobacco, were transferred to the assets of Japan Tobacco International. The only exception was the U.S. domestic market, where RJR maintained considerable success.

The trademark is believed to have originated in Oklahoma. The manufacturer decided to drop the flashy slogans and concentrate on promising production techniques. For example, laser stamping was used for the first time to produce filters, brown wrappers, and non-standard lengths (120 mm).

The introduction of JTI cemented the brand’s position, but the marketing focus shifted to the female demographic. New flavors were also added to the cigarette lineup. Smokers particularly enjoyed mentholated cigarettes.