Capri (cigarette)'s Slogans & Taglines

Capri traces its origins to 1956, when Lee Brothers Tobacco introduced "Capri Rainbows" in the United States—a high-end brand featuring different-coloured cigarette papers. The trademark was later acquired by Brown & Williamson, who initially produced it as a regular-gauge menthol cigarette. In 1987, Brown & Williamson relaunched Capri as the world's first "super slim" cigarette, targeting young women with an ultra-slender profile at just 17 mm in circumference—significantly thinner than standard 25 mm cigarettes. When Brown & Williamson merged with R.J. Reynolds in 2004, the brand became part of Reynolds American and continues to be manufactured by R.J. Reynolds Tobacco Company today. In Germany, the brand is known as "Caprice" due to trademark issues.

The brand's core products are super slim cigarettes, available in 100 mm and 120 mm "luxury length" formats. All variants are lights or ultra-lights, offered in regular and menthol options including Indigo, Magenta, Jade, and Violet, delivering a smooth, low-tar smoking experience.

From its earliest days, Capri built its identity around slimness and sophistication. The brand embraced iconic slogans such as "The slimmest slim in town" (1988) and "There is no slimmer way to smoke" (1994), alongside "Menthol, but with a soft, fresh taste." In 1995, advertisements featured the tagline "She's gone to Capri and she's not coming back," positioning the brand as an escape into elegance. This journey reflects Capri's evolution from a colourful novelty to a global icon of ultra-slim, fashion-forward smoking.