Eclipse (cigarette)'s Slogans & Taglines

Eclipse is an American cigarette brand developed and marketed by R.J. Reynolds Tobacco Company. Introduced in 1995 as an updated successor to the failed Premier cigarette, Eclipse utilised a carbon-tip technology that heated rather than burned tobacco, producing a vapor with significantly less smoke. After initial test markets in Chattanooga and Lincoln, the brand was rolled out nationally in 2000. It was positioned as a socially acceptable alternative, emphasising reduced second-hand smoke and minimal lingering odor. However, the brand faced legal challenges over unsubstantiated health claims, and R.J. Reynolds ceased selling Eclipse in 2007.

Core offerings included full-price cigarettes marketed primarily to low-tar and health-conscious smokers. Brand messaging centred on the functional claim 80% less secondhand smoke and the experiential promise Discover the Difference. The company also deployed the controversial positioning The best choice for smokers worried about their health is to quit—the next best choice is to switch to Eclipse, which was later found to be deceptive by multiple state courts.