During 1977, the R. J. Reynolds Tobacco Company spent more than 51 million dollars ($40 million during the first six months) to introduce their new low-tar Real Cigarette. At that time, this was the most that any tobacco manufacturer had ever spent to promote a new brand. To be considered successful, a cigarette being test marketed has to attract 1/4 of 1 percent of total cigarette sales. The ads pictured below seem as if they were able to convey that smoking is either a pleasant social experience or terribly sophisticated. However, without radio jingles and television commercials to help, most campaigns for new cigarettes either misfired, or at best, fizzled for a few years.

The following is a list of the new cigarette brands (excluding line extensions) that were test marketed by the six major US manufacturers after the January 1971 radio and television ad ban: Adam, American Brand, American Filters, American Lights, American Longs, Arctic, Aspen, Barclay, Basic, Bistro, Bright, Bristol, Brookwood, Bucks, Bull Durham, Cambridge, Capri, Cartier Vendome, Century, Chelsea, Coins, Concord, Dakota, Dawn, Decade, Dorado, Dunhill, Eagle, Eclipse, Eli Cutter, Epic, Eve, Fact, Harley-Davidson, Hallmark, Heritage, Horizon, Iceberg, Kamel, L. T. Brown, Long Johns, Lyme, Magna, Malibu, Maverick, Max, Merit, Mermaid, Misty, Miyako, More, Next, Northwind, Now, Omni, Philip Morris International, Phoenix, Players, PM Blues, Premier, Pyramid, Raffles, Real, Rebel, Richland, Rio, Ritz, Riviera, Safari, Saratoga, Satin, Savannah, Savvy, Special 10s, Spirit, Spring Lemon Lights, St. James Court, St. Moritz, Sterling, Stride, Style, Suedes, Super M, Tall, Tramps, Triumph, True, Twist, Upland, Uptown, Vanguard, Vantage, Vello, Winchester, and Zack.