Vantage (cigarette)

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Vantage cigarettes logo.png
Product typeCigarette
OwnerR.J. Reynolds
Produced byR.J. Reynolds
CountryUnited States
IntroducedNovember 1970; 48 years ago (1970-11)
MarketsSee Markets
Tagline"The new cigarette that doesn't cop out on flavor"

Vantage is an American brand of cigarettes, currently owned and manufactured by the R.J. Reynolds Tobacco Company.


Vantage was introduced nationwide in November of 1970 in the United States.[1]Vantage is notable for its innovative filter design. Rather than featuring a solid filter like most cigarette brands, Vantage's filter features a conical hole in its center. While seemingly as mysterious as Parliament's recessed filter, Vantage advertising from 1977 states that the reasoning behind the design is to give "smokers the flavor of a full-flavor cigarette without anywhere near the 'tar' or nicotine".

It received its biggest advertising push in the 1970s and '80s but is now categorized as a 'non-support' brand; though R.J. Reynolds will not provide marketing support for Vantage, the company will maintain the brand's distribution where there is consumer demand.

In September 2015, the Food and Drug Administration forbade the selling of 4 brands: Camel Bold Crush, Vantage Tech 13 and the regular and menthol versions of Pall Mall Deep Set Recessed Filter cigarettes because R.J. Reynolds had failed to prove that the cigarettes were no more dangerous than brands that have been on the market longer. [2]


R.J. Reynolds has made various poster and magazine ads to promote Vantage in the 1970s and 1980s.[1][3][4][5][6][7][8][9][10] A prominent slogan used at the time was "The new cigarette that doesn't cop out on flavor".

A few TV adverts were also made to promote the brand during the early 1970s.[11][12]



Vantage was the main sponsor of the "Women of Originality" contest held in Canada in 1998 and 1999. Women such as the singer-songwriter Jann Arden, fashion entertainer Jeanne Beker, figure skating choreographer Sandra Bezic and comedian Mary Walsh participated and won a "Vantage Women of Originality Award" on the 7th of May, 1998. A second round was scheduled for June 1999.[13][14][15][16]

In popular culture[edit]


In the film Junebug, it is the brand smoked by Peg Johnsten, the mother-in-law of Amy Adams' character, Ashley.

Similarly, the final punch line of the film Reversal of Fortune comes as Jeremy Irons's Klaus von Bulow purchases "two packs Vantage" at a drug store.


Vantage is featured as the heroine's cigarette of choice in Lorrie Moore's short story "Willing" in her collection Birds of America and is seen being stubbed out by a minor character in Donna Tartt's bestselling The Secret History. In chapter 103 of Forever by Pete Hamill, Cormac O'Connor purchases a pack of Vantage, ending nine days of not smoking.

According to the 1984 biography "Wired" by Bob Woodward, John Belushi was a smoker of Vantage cigarettes.


Frank Gorshin smoked up to three packs per day in 2001; he was given 130 packs as a gift by the Don and Mike Show.

Bette Davis, who was well known for her smoking habit, changed her preferred cigarette from Lucky Strike to Vantage in the later years of her life.


Vantage is mainly sold in the United States, but also was or still is sold in Canada, Argentina, Spain, Italy, Russia and Lebanon.[17][18][19]

See also[edit]


  1. ^ a b "Stanford Research into the Impact of Tobacco Advertising". Retrieved 2018-03-22.
  2. ^ Stein, Rob. "FDA Orders 4 Cigarette Products Pulled From The Market". Retrieved 2018-03-22.
  3. ^ Company, Johnson Publishing (November 1976). Ebony. Johnson Publishing Company.
  4. ^ Company, Johnson Publishing (January 1977). Ebony. Johnson Publishing Company.
  5. ^ Inc, Time (1972-04-07). LIFE. Time Inc.
  6. ^ LLC, New York Media (1976-11-01). New York Magazine. New York Media, LLC.
  7. ^ LLC, New York Media (1976-03-29). New York Magazine. New York Media, LLC.
  8. ^ [ZU&hl=nl&sa=X&ved=0ahUKEwjo-a_lo4DaAhWKUlAKHdFgBgs4ChDoAQhiMAk#v=onepage&q=vantage%20cigarettes&f=false][dead link]
  9. ^ "Vintage Cigarette Ads". Pinterest. Retrieved 2018-03-22.
  10. ^ "Vantage Various". Retrieved 2018-03-22.
  11. ^ Kenny Hendrick (2014-10-08), 1970 Vantage Cigarette Commercial, retrieved 2018-03-22
  12. ^ lineryandupreez (2010-09-09), VANTAGE CIGARETTES.mp4, retrieved 2018-03-22
  13. ^ "Vantage Cigarettes". Retrieved 2018-03-22.
  14. ^ "Jann Arden and the Vantage Women of Originality Awards - Rhonda Starkman". Retrieved 2018-03-22.
  15. ^ Marks, David F. (2012-11-01). Overcoming Your Smoking Habit. Little, Brown Book Group. ISBN 9781472105851.
  16. ^ "Biography | Jann Arden". Jann Arden. Retrieved 2018-03-22.
  17. ^ "BrandVantage - Cigarettes Pedia". Retrieved 2018-03-22.
  18. ^ "Vantage". Retrieved 2018-03-22.
  19. ^ "Brands". Retrieved 2018-03-22.