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From inception, Virginia Slims have been designed and marketed as a female-oriented fashion brand, generally targeted to a younger demographic (18- to 35-year-olds).While various themes emerged in the marketing campaigns over the years, the basic threads have been independence, liberation, slimness, attractiveness, glamour, style, taste and a contrast to men's cigarettes.
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With this prominent sponsorship came a whole slew of advertisements that featured tennis greats like Billie Jean King and Rosemary Casals alongside the Virginia Slims logo. Other Virginia Slims advertisements feature slender women in varying states of activity (dancing, running, ice skating, etc.) thus promoting a general attitude of health and ...
These brands include decorative ones like Eve, marketed strictly toward women like Virginia Slims, or as evening-out styles like Sobranie Cocktail, designed to appeal to women, and their counterpart Sobranie Black Russian, the darker colours of which targeted a male market.
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Numerous print advertisements depicted women in elegant attire, a notably more conservative image compared to their Virginia Slims counterparts, which was associated with the women's movement. [7] Some of their slogans directly addressed physical appearance, such as the 1970s campaign titled "Farewell to the Ugly Cigarette Pack."