MORE IS NOW LESS – 1981
The original full flavor 120mm More that was introduced during October 1974 was a slim, dark brown, and very stylish cigarette that appealed to fashion conscious smokers. Wanting to fill all available niches, manufacturer R. J. Reynolds launched a More line extension in 1981. The advertising slogan “It’s more you” was used for new More Lights 100s, a shorter, low-tar cigarette that was wrapped in beige paper. The design of the original flip-top box lacked pizzazz. The somewhat plain beige box had either two red or two green diagonal stripes that signified a non-menthol or a menthol cigarette. In 1984 this first attempt was replaced with a far richer decorator flip-top box featuring the glitter of gold. This second More Lights package, seen in the ad below, wasn’t fancy enough to be confused for an expensive art deco cigarette case, but it still managed to mimic those elegant, custom, and often personalized metallic cases that were popular with smokers during the 1930’s and 40’s.