Morava was a Serbian brand of cigarettes which was owned and manufactured by Philip Morris Operations.

Tobacco was forbidden at the time but following riots, the law was amended to forbid only the plant.

After significant shortages, Morava was assigned a contract with the United Kingdom brand Phillip Morris to import pre-made cigarettes.

Morava was one of the brands with the highest sales within the Yugoslavian market.

Morava's last variant of cigarettes was discontinued after 2005 due to poor sales.