An explosion of new 120mm brands followed the R. J. Reynolds Tobacco Company's successful 1974 launch of More cigarettes. More, a thin 120mm dark brown smoke, appealed to both men and women with its lean, stylish look. Long Johns, Suede, Max, Phoenix, L.T. Brown, Saratoga, Tall and several other new 120s were quickly introduced by competing manufacturers trying to fill this new niche. Reynolds also test marketed Dawn. Targeting women, new Dawn 120's were wrapped in a white pin-striped paper and tested in the San Francisco Bay Area beginning June 1975. Advertising for Dawn, with its outdoor theme, pictured attractive women succeeding in a variety of sporting events. "Taste the Triumph" along with the suggestive "Slender, spirited, Deeply Satisfying" were two of the slogans used. However, victory eluded the first 120mm cigarette for women---Dawn was withdrawn June, 1976.