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From its inception until 1978, Virginia Slims saw a steady increase in market share to 1.75% (3.9% of all female smokers). With the introduction of Lights in 1978, the market share increased to 2.5%. Other packings, including 120's, Ultra Lights, and Superslims helped push the market share to a peak of 3.1% (nearly 7% of female smokers) in 1989.
Following in the footsteps of Lucky Strike, Virginia Slims were marketed specifically to young, affluent, and independent women with the tagline created by the advertising agency, Leo Burnett, “You’ve come a long way, baby” referencing the history of women's liberation. With a colorful, pastel package and female-oriented print advertising ...
The brand was relaunched in 1987 as the world's first superslim cigarette, and to compete with other slim cigarettes which were marketed towards women at the time, such as Virginia Slims. [2] [3] Susan Cameron was one of the people who oversaw the re-launch of the brand at the time. [4]
Created Date: 8/30/2012 4:52:52 PM
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In the 1990s Germany was a focus for advertising, and between 1993 and 1997 the smoking rates among women aged 12–25 in Germany went from 27% to 47% even though the increase in men's smoking for the same age group is much smaller. [2] In Japan, various cigarettes advertised to women have encouraged women to be unique.
A number of prominent figures throughout sports throughout history have been caught smoking cigarettes -- including admitted smokers and some athletes who've tried to keep the habit under wraps.
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."