The Rediscovery of More 120s: A Nostalgic Cigarette Revisited

Nostalgia often finds us in the most unlikely of places, especially when it comes to imperceptible luxuries like a particular brand of cigarette. The More 120s, a long 120MM cigarette that gained popularity in the 1980s and 1990s, has left its mark on the memories of many. Introduced as a long and full-flavored cigarette, it quickly found its place among a diverse clientele, eventually becoming a niche product in the evolving landscape of the tobacco industry.

A Brand with a Rich History

Origins and Popularity: More 120s were first introduced in the late 1970s as a product marketed to both sexes. However, as time passed, the brand shifted its focus to women, possibly due to the context of the times. These cigarettes were famously brown in color, a choice that reflected both the brand's traditional roots and the cultural backdrop of the era. Despite their unique character, More 120s were never widely popular; they were seen as too masculine for female smokers due to their slim, extra-long design, and too feminine for male smokers because of their robust flavor.

Evolution and Change: As the market for cigarettes evolved, More 120s adapted to the changing trends. With the rise of light cigarettes, the brand began to offer beige 100s, white 120s, and eventually, light 120s. However, the original brown version, which had become a hallmark of the brand, was left out. This decision, which could have been a strategic blunder, might have contributed to the decline in popularity of the brand. The original brown full-flavor and light 120s are still produced but are harder to find, often requiring special orders from dedicated retailers.

Shadows of the Past

Peak and Decline: In the late 1980s and early 1990s, More 120s were at their peak in my hometown. At one point, I knew of and saw at least ten women, spanning from their early 20s to their 50s, who were regular smokers of the More 120s. Most of them preferred the menthol variant due to its refreshing quality. Fast forward to today, the landscape has drastically changed. At the tobacco store I frequent, I recently heard that only one other woman still buys them. However, it's been years since I've seen anyone smoking them in public.

Current Availability and Popularity: More 120s continue to be a niche product. Despite their decline, I occasionally find these cigarettes at pharmacies and occasionally at stores run by people of Iranian descent, where they are reportedly the most popular cigarette. This remains an intriguing aspect of the brand's evolution. Interestingly, a pharmacist has the same More 120s in their profile photo, which serves as a reminder of the brand's enduring legacy.

For myself, I still enjoy More 120s from time to time. Finding them can be an adventure, often acquiring them through discounts or special orders. I have discovered several stores that are willing to special order these cigarettes if requested. If I come across them in another state at a decent price, I don't hesitate to buy a pack. On other days, I might opt for a more affordable brand like Winstons or, on the cheaper end of the spectrum, cigars or cigarillos.

Conclusion

The journey of More 120s reflects the broader changes in the tobacco industry over the past few decades. From their initial success in the 1980s and 1990s to their current status as a niche product, the narrative of More 120s is a testament to the complexities of branding and market trends. As we reflect on the past, we are left with memories and a sense of longing for a time when these long 120MM cigarettes were not only a product but a part of a shared cultural experience.