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Virginia Slims Cigarette Commercials
Virginia Slims Cigarette Commercials
Published: 2017/02/17
Channel: jjonestowne
Virginia Slims Cigarette Review - USA
Virginia Slims Cigarette Review - USA
Published: 2012/10/19
Channel: ThePoorboyX Gaming
NickTheSmoker - Virginia Slim Red
NickTheSmoker - Virginia Slim Red
Published: 2016/02/16
Channel: NickTheSmoker
Virginia Slim video
Virginia Slim video
Published: 2017/01/19
Channel: Felices Producciones
"You
"You've Come A Long Way, Baby"
Published: 2013/07/02
Channel: KCETOnline
Commercial for Virginia Slims cigarettes - 1968
Commercial for Virginia Slims cigarettes - 1968
Published: 2017/05/14
Channel: The Interesting Advertisements Blog
Virginia Slims
Virginia Slims
Published: 2011/03/14
Channel: starlightnight21
GLASSES TEEN SMOKE Virginia Slim at HOME
GLASSES TEEN SMOKE Virginia Slim at HOME
Published: 2017/10/14
Channel: ngebul dotcom
girl smoking 2 virginia slims at same time   thegirlsmoking
girl smoking 2 virginia slims at same time thegirlsmoking
Published: 2015/09/18
Channel: Emerita Clara
Red Holder & Virginia Slims
Red Holder & Virginia Slims
Published: 2011/12/31
Channel: starlightnight21
Smoking virginia Slims💋
Smoking virginia Slims💋
Published: 2017/06/25
Channel: La Señora de los Cielos
Virginia Slim Size Reduction
Virginia Slim Size Reduction
Published: 2008/11/02
Channel: Suzito
Virginia Slims Red Cigarette Review - Korean
Virginia Slims Red Cigarette Review - Korean
Published: 2012/09/06
Channel: ThePoorboyX Gaming
Futurebirds - "Virginia Slims"
Futurebirds - "Virginia Slims"
Published: 2013/05/16
Channel: Fat Possum Records
Richard Taylor: Virginia Slims - Commercial
Richard Taylor: Virginia Slims - Commercial
Published: 2015/01/28
Channel: Richard Taylor
タバコ喫煙動画「VIRGINIA SLIMS Rose MENTHOL」090619
タバコ喫煙動画「VIRGINIA SLIMS Rose MENTHOL」090619
Published: 2009/06/19
Channel: tigasinsei
Virginia Slim BTS
Virginia Slim BTS
Published: 2016/09/12
Channel: Andrea Medici
Cigarette Review: Virginia Slim Purse Pack Menthol
Cigarette Review: Virginia Slim Purse Pack Menthol
Published: 2016/12/09
Channel: RoGuExPaNcAkE
Virginia Slim
Virginia Slim
Published: 2015/12/12
Channel: Various Artists - Topic
How To Open A Pack Of Cigarettes(Virginia Slims)
How To Open A Pack Of Cigarettes(Virginia Slims)
Published: 2015/12/12
Channel: EGciggyreviews
MADtv   Virginia Slims Aerobics
MADtv Virginia Slims Aerobics
Published: 2011/03/10
Channel: myjunkshared
Virginia Slims
Virginia Slims
Published: 2017/01/25
Channel: Futurebirds - Topic
Virginia Slims 2017 Playoff Hype Video
Virginia Slims 2017 Playoff Hype Video
Published: 2017/11/30
Channel: Virginia Slims
VIRGINIA SLIMS
VIRGINIA SLIMS
Published: 2015/07/12
Channel: eyes paranoid
Tony Bynes "Gangster Boo 2" vs "Virginia Slim"
Tony Bynes "Gangster Boo 2" vs "Virginia Slim"
Published: 2014/05/10
Channel: 35BoysRacing
Comercial Virginia Slims
Comercial Virginia Slims
Published: 2011/06/16
Channel: Melina Setticerze
Гуша Катушкин и Мария Чайковская: "Virginia Slims"
Гуша Катушкин и Мария Чайковская: "Virginia Slims"
Published: 2013/11/15
Channel: Гела Гросс
virginia slims jerkin at 12am. messing around.
virginia slims jerkin at 12am. messing around.
Published: 2010/07/18
Channel: bloodyred5
Гуша Катушкин "Virginia Slims"
Гуша Катушкин "Virginia Slims"
Published: 2015/04/20
Channel: Племянник Тарковского
Futurebirds - "Virginia Slims" - Live at Aloft Hotels
Futurebirds - "Virginia Slims" - Live at Aloft Hotels
Published: 2013/09/26
Channel: Paste Magazine
Spot de Virginia Slims
Spot de Virginia Slims
Published: 2007/12/06
Channel: yohiharadas
Virginia Slims Deck Review
Virginia Slims Deck Review
Published: 2014/04/17
Channel: SaCProductions101
Chris Evert vs Martina Navratilova 1988 Virginia Slims of Chicago final  (bad quality)
Chris Evert vs Martina Navratilova 1988 Virginia Slims of Chicago final (bad quality)
Published: 2017/04/24
Channel: Cindy C
Virginia Slim x The Arcs
Virginia Slim x The Arcs
Published: 2016/06/05
Channel: J M
Ah The Glories of Feminism: Cigarettes Tailored For The Feminine Hand
Ah The Glories of Feminism: Cigarettes Tailored For The Feminine Hand
Published: 2015/12/05
Channel: THE ESTABLISHMENT
My Hair Is Layed Like Virginia Slims PSA To All Bitches Who Smoke Cigarettes
My Hair Is Layed Like Virginia Slims PSA To All Bitches Who Smoke Cigarettes
Published: 2016/04/12
Channel: Funky Dineva
VIRGINIA SLIMS USA CIGARETTE REVIEW
VIRGINIA SLIMS USA CIGARETTE REVIEW
Published: 2015/01/10
Channel: rjthesmoker
Virginia Slims
Virginia Slims
Published: 2017/11/28
Channel: Colleen Farese
Capri Super Slims Menthol Cigarette Review
Capri Super Slims Menthol Cigarette Review
Published: 2012/10/23
Channel: ThePoorboyX Gaming
Cigarette Review: Virginia Slims Superslims Full Flavor
Cigarette Review: Virginia Slims Superslims Full Flavor
Published: 2017/07/12
Channel: susubeardehart
Futurebirds - Virgina Slims
Futurebirds - Virgina Slims
Published: 2013/11/21
Channel: Greg McPhearson
Virginia slims hot smoking BY WOW COLOR OF LIFE
Virginia slims hot smoking BY WOW COLOR OF LIFE
Published: 2016/01/26
Channel: WOW COLOR OF LIFE
バージニアスリム(VIRGINIA SLIMS) CM 1990年
バージニアスリム(VIRGINIA SLIMS) CM 1990年
Published: 2014/01/28
Channel: ko ku
Nessa
Nessa's first Virginia Slim.
Published: 2015/10/19
Channel: Ms. Tanya Blaze
Chris Evert & Martina Navratilova
Chris Evert & Martina Navratilova's 2nd Graphite Racket match: 1984 Virginia Slims!
Published: 2010/03/25
Channel: chrisevertdotnet
Virginia Slims smoker
Virginia Slims smoker
Published: 2014/11/15
Channel: Darcus Scarp
Smoking Fetish Saratoga 120s Virginia Slims 120 Leather Cigarette Case Pouch
Smoking Fetish Saratoga 120s Virginia Slims 120 Leather Cigarette Case Pouch
Published: 2017/12/04
Channel: iLove 120women
Noah and Gosy Smoke Fine 120
Noah and Gosy Smoke Fine 120's and Virginia Slims 120's
Published: 2015/04/15
Channel: Gosy Smokes
Virginia Slims Cigarette Commercial
Virginia Slims Cigarette Commercial
Published: 2017/09/13
Channel: meal time
FUTUREBIRDS - "Virginia Slims" (Live at Bonnaroo 2013) #JAMINTHEVAN
FUTUREBIRDS - "Virginia Slims" (Live at Bonnaroo 2013) #JAMINTHEVAN
Published: 2013/07/16
Channel: Jam In The Van
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WIKIPEDIA ARTICLE

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Virginia Slims
Virginia Slims Filter Cigarettes (Full Flavour).jpg
An American pack of Virginia Slims cigarettes
Product type Cigarette
Produced by Philip Morris International
Country United States
Introduced 1968; 49 years ago (1968)
Tagline "You've come a long way, baby.", "It's a woman thing.", "Find your voice."

Virginia Slims is a brand of cigarette manufactured by Altria (formerly Phillip Morris Companies). The brand was introduced in 1968 and marketed to young professional women using the slogan "You've come a long way, baby." [1] Later campaigns have used the slogans, "It's a woman thing." in the 1990s, and "Find your voice."

Virginia Slims are much narrower (23 mm (0.91 in) circumference) than ordinary cigarettes (hence, "Slims"), and are also longer than normal "king-sized" cigarettes (which are 85 mm (3.3 in)), sold only in longer 100 and 120 mm (3.9 and 4.7 in) 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, designed by Walter Landor, is white with colored stripes running lengthwise along the left side.

History[edit]

Virginia Slims were introduced on July 22, 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 followed the Benson and Hedges model. Early packs (1968-1978) read "Benson and Hedges Park Avenue New York", near the bottom.

The first test market was San Francisco, California. Originally scheduled for six months, it was cut short after seven weeks due to the success of the introduction - a nearly 3% market penetration. Distribution and marketing was implemented nationwide, and by September 30, 1968, the entire U.S. was covered.[2]

  • In 1976, a 120 mm (4.7 in) 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 use a box-pack design only.

Throughout the 70s and early 80s, growth and market penetration was significant, drawing the attention of competitors who introduced their own slim, female-oriented brands (such as American Tobacco Company's Misty, Brown and Williamson's Capri, Liggett's Eve, and R.J Reynolds' Dawn).

  • In 1984, Virginia Slims Ovals were test marketed in Rochester, NY, Birmingham, AL, and Las Vegas, NV, but were unsuccessful and withdrawn. Ovals were light, and had an oval-shaped cross section.
  • In 1985, Virginia Slims Luxury Light 120s were introduced - a 120 mm (4.7 in) length packing again intended to better compete with RJ Reynolds 'More' brand, as well as other 120s on the market.[3] After test marketing in Portland, OR and Nashville, TN was successful, the new style was rolled out nationally. While initially concerned that 120's might 'cannibalize' customers from other packings (especially Lights), this proved to be unfounded, as the 120's appeared to attract a slightly older demographic. The packing has since become a mainstay of the smoking glamour community. It is arguable as to whether VS120s are truly 'light', since their rating numbers compare more closely to full-flavor.
  • In 1987, Ultra-Light 100s were introduced, in keeping with changing consumer tastes, other competitive entries, and the Benson and Hedges model. Marginally successful, this packing remains on the market today.
  • In 1989, Ultra-Light SuperSlim 100s were introduced, in response to ultra-thin (21 mm (0.83 in) circumference) competition and consumer demand for a 'low-smoke' product entry. These were also marginally successful, and remain on the market.
  • In 1993, a 10-Pack version of Light 100s were introduced, with 10 cigarettes per pack, costing approximately half the price of a 20-pack. This entry had limited success and came under attack from critics. It was ultimately withdrawn.
  • In 1994, Virginia Slims Kings (85 mm (3.3 in) length) were designed as a discount entry and possibly to compete with other king-size entries such as RJ Reynolds' Camel brand. It is not clear whether Kings were ever test marketed, but they were never introduced on a nationwide basis.
  • In 2003, a box-pack was introduced for full-flavor 100s, in response to consumer demand. This packing is steadily displacing the classic soft-pack.
  • Also in 2003, the package graphics were slightly altered, changing the colors and striping along the edge
  • In 2004, Ultra-Light 120s were introduced with marginal success. It is likely that this packing will continue to be supported.
  • In 2008, Virginia Slims Superslims were introduced in a smaller-sized "Purse Pack."
  • In 2016, the package graphics for all styles were slightly altered, changing the stripes along the edge to a more mottled and floral-like appearance (see graphic, above)

All packings were simultaneously introduced in both Menthol and Non-menthol (e.g., Regular or Filter) varieties. Unlike most other brands, Menthol represents 40–55% of the total sales of a particular packing (vs. 25–35%).

In all, there have been 11 packings introduced or test marketed in the US, of which 7 are still on the market. There are other varieties marketed in the Asian-Pacific region (including the Philippines, Malaysia, Indonesia, Singapore, Hong Kong, Thailand and Vietnam), Russia, and South Africa. Virginia Slims has never had a significant European or South American presence.

Marketing[edit]

1978 Virginia Slims magazine ad. The image at the top is a photograph of a woman hanging laundry outside. The ad text reads: "Back then, every man gave his wife at least one day a week out of the house. You've come a long way, baby. Virginia Slims – Slimmer than the fat cigarettes men smoke."

From inception, Virginia Slims have been designed and marketed as a female-oriented fashion brand, generally targeted towards 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.[4]

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."[5] 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.

In the 1960s and 1970s, the themes of feminism and women's liberation, with the slogan "You've Come A Long Way, Baby" were often used in the ads, and often featured anecdotes about women in the early 20th century who were punished for being caught smoking, usually by their husbands or other men, as compared to the time of the ads when more women had equal rights, usually comparing smoking to things like the right to vote.[6] [7]

Television and print ads often featured well-known models and designer fashions. Print ads were generally placed in women's magazines, and formed the mainstay of the marketing campaign, supplemented with billboards and point-of-purchase displays. From 1969 until 1971 (when cigarette advertising on television became prohibited), television advertising was an important component; the commercials would begin with actors dressed in period costumes re-enacting the early 20th century anecdotes in comedic fashion, followed by a glamorous modern-day model, smoking the product while proudly dressed in the latest fashions, accompanied by "You've Come A Long Way, Baby", which in the commercials was an up-tempo, catchy pop-rock jingle:

You've come a long way, baby
To get where you've got to today
You've got your own cigarette now, baby
You've come a long, long way

Virginia Slims also sponsored the Women's Tennis Association Tour. This sponsorship is sometimes credited for the growth and success of women's tennis during the 1970s and early 1980s.

Several other, less important, marketing vehicles were employed, such as the Virginia Slims Book of Days (a day timer/calendar book), fashion shows, and an extensive line of products, apparel, and accessories.

The Leo Burnett advertising agency handled the Virginia Slims account throughout most of the product lifetime.

Market share[edit]

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 120s, Ultra Lights, and Superslims helped push the market share to a peak of 3.1% (nearly 7% of female smokers) in 1989. With increased competition from other brands, notably Capri and Misty, the brand lost ground but stabilized at around 2.4% though 2003. Since then, it has lost about .1% per year, and was 2.0% in 2007 and 1.8% in 2009. This slow but steady decline is expected to continue, since the brand is no longer heavily promoted. Despite this, brand loyalty is well above average, and is still one of the highest in the industry.

USA varieties[edit]

Virginia Slims are 23 mm (0.91 in) in circumference and are not available in king-size (85 mm (3.3 in)).

  • Virginia Slims 100's - Soft and Box
  • Virginia Slims Gold Pack (Lights) 100's - Box
  • Virginia Slims Gold Pack (Lights) 120's - Box
  • Virginia Slims Silver Pack (Ultra Lights) 100's - Box
  • Virginia Slims Silver Pack (Ultra Lights) 120's - Box
  • Virginia Slims Menthol 100's - Soft and Box
  • Virginia Slims Menthol Gold Pack (Lights) 100's - Box
  • Virginia Slims Menthol Gold Pack (Lights) 120's - Box
  • Virginia Slims Menthol Silver Pack (Ultra Lights) 100's - Box
  • Virginia Slims Menthol Silver Pack (Ultra Lights) 120's - Box

Superslims[edit]

Superslims are 21mm in circumference and are slightly more than half the diameter of regular Virginia Slims. They are also known as "purse packs."

  • Virginia Slims Superslims - Box
  • Virginia Slims Superslims Gold Pack (Lights) - Box
  • Virginia Slims Superslims Menthol - Box
  • Virginia Slims Superslims Menthol Gold Pack (Lights) - Box

References[edit]

External links[edit]

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