Advertisements for Capri follow the logic that slimmer is better, apparently influenced by the assumption that women prefer to be physically slim, since a slender figure is often presented as more desirable in women’s fashion magazines and by models in the fashion industry.

Grey also managed advertising for Carlton, Pall Mall, GPC and Misty brands.

[8] In May 1989, the Italian island of Capri sued Brown & Williamson for using the name on their ultra-slim cigarette brand.

A lawsuit that the island filed against the Louisville-based tobacco company went to trial in Rome on June 30, 1989.

Oates said the company obtained necessary approvals from Italian trademark officials and the nationally owned cigarette distribution system.

[10] Capri is mainly sold in the United States, but also once was or still is sold in Mexico, Saint Kitts and Nevis, Costa Rica, Brazil, West Germany, Germany (where the brand is known as "Caprice" due to a trademark issue), Switzerland, Italy, Iceland, Belarus, Ukraine, Russia, Israel, Hong Kong and Japan.