Check out this interesting article “Branding lessons from Rizla ” from The Economist about how Rizla became a household name. Read about its beginnings as a Pierre Lacroix product around 1532. Then 200 years later it was further developed by François Lacroix, founder of the Lacroix Rolling Paper company in, 1736. Then it was promoted by Napoleon Bonaparte for use by his troops and how it became an iconic trademark dating from 1886 now owned by Imperial Tobacco.
For more about Rizla you can check its Wikipedia entry.