Roxy was a Dutch cigarette brand that was manufactured by Royal Theodorus Niemeyer in Groningen, now owned by British American Tobacco.

[1] The brand was developed specifically as a cigarette which contained lower tar and nicotine.

In 1978, the football player Johan Cruyff starred in an advertising campaign called "Johan Cruyff: Rook Verstandig" (Johan Cruyff: Smoke Wisely), in which Cruyff promoted the Roxy Dual filter cigarette: "Maar ik vind: als je rookt, moet je wel verstandig roken" ("But I find: if you smoke, you have to smoke consciously".

[3] The brand disappeared completely from the market in 2005, after a cigarette ad ban was put in place by the Dutch government in 2003.

There was a sliding box of 5 pieces as well, but that one was not available for sale, and it's speculated it was used for advertisements only.