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Virginia Slims
is a brand of cigarette manufactured by Philip Morris.
The brand was introduced in 1968 and directly marketed to young, professional women,
under the famous slogan, "You've come a long way, baby."
Some media watch groups considered this Virginia Slims marketing campaign to be responsible for a rapid increase in smoking
among teenage girls. Later campaigns have used the slogans, "It's a woman thing," in the 1990s, and "Find your voice."
A report by the Surgeon General of the United States has interpreted these marketing strategies as attempting
to link smoking "to women's freedom, emancipation, and empowerment."
This report also tied the increase of smoking among teenage girls to rises in sales of
Virginia Slims and other "niche" brands marketed directly to women.
Virginia Slims are much narrower (23mm circumference) than ordinary cigarettes (hence, "Slims"),
and are also longer than normal "king-sized" cigarettes (which are 84mm), sold only in longer 100mm and 120mm lengths,
to give the cigarettes a more "elegant" appearance and ostensibly to reduce the amount of smoke they produce.
They are also sold in "Superslims", "light," "ultra-light," and menthol varieties.
The packaging is white with vertical colored stripes running along the left side.
History
Virginia Slims was introduced in September of 1968 by Philip Morris,
and marketed as a female-oriented spinoff to their Benson and Hedges brand.
The blends, flavorings, color scheme, and overall marketing concepts closely follow the Benson and Hedges model.
Early packs (1968-1978) said Benson and Hedges (near the bottom).
The first test-market was in San Francisco, California. The test was originally scheduled for six months,
but was cut short after 3 1/2 months due to the overwhelming success of the introduction - a nearly 3% market penetration.
Shortly thereafter, distribution and marketing was implemented on a nationwide basis.
* In 1976, a 120-mm full-flavor packing was test-marketed in Fresno, California. Designed to compete with RJ Reynolds 'More' brand, the test ultimately failed and this entry was withdrawn.
* In 1978, Virginia Slims Lights were introduced, with good success. Although early marketing concepts included soft pack, Philip Morris decided to go exclusively with a box-pack design.
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