Virginia Slims

Virginia Slims were introduced on July 22, 1968 and marketed as a female-oriented spinoff to their Benson & 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.

Virginia Slims are narrower (23 mm (0.91 in) circumference) than standard 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", "Lights," (now called Gold), and "Ultra Lights," (now called Silver) varieties. All packings are available in menthol and non-menthol. The original packaging was designed by Walter Landor, and was white with colored stripes running lengthwise along the left side. In 2016, the package design was updated to replace the stripes with a more floral, mottled appearance.

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.[1]

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 Designed to compete with RJ Reynolds More brand, the test ultimately failed and this entry was withdrawn.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 1970s and early 1980s, 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Virginia Slims Ovals were test marketed in Rochester, NY, Birmingham, AL, and Las Vegas, NV, but were unsuccessful and withdrawn.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 Lights 120's were introduced - a 120 mm (4.7 in) length packing again intended to better compete with RJ Reynolds More brand, as well as other 120's on the market.[2] 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 VS120's are truly 'light', since their rating numbers compare more closely to full-flavor.

In 1987, Ultra Lights 100's 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, Superslims Lights 100's 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 Lights 100's 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 100's, 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, Luxury Ultra Lights 120's (both menthol and non menthol) 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".[3]

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.

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.

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.[1][4][5][6] Thus, Virginia Slims functioned as a pioneer brand, which successfully implemented an empowering female-centered marketing strategy, also known as femvertising.[7]

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".[8] 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.[9][1][10][11][12] Later campaigns have used the slogans, "It's a woman thing." in the 1990s, and "Find your voice." in the 2000s.[13]

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[14][15]

On January 1, 1971, at 11:59 p.m, an ad for Virginia Slims was aired during The Tonight Show Starring Johnny Carson which became notable as the final cigarette advertisement to air on television before the implementation of the Public Health Cigarette Smoking Act, which prohibited the radio and television advertising of all cigarettes in the United States, regardless of the demographics at which they were aimed.[16][17]

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.[18]

The "Find your voice" ad campaign was criticized for being offensive to those who have lost their voices to throat cancer as a result of smoking,[19] especially in light of the well-publicized laryngectomy of Janet Sackman, a former model for another cigarette brand,[20] who developed throat and lung cancer.[21] The campaign was also criticised for targeting minority women; the campaign and the brand sought to associate themselves with empowerment, independence, women's rights, and sexual allure.[22][23] The campaign was also criticized for the slogan "NEVER let the goody two shoes get you down", which uses reactance to promote product use. It has also been suggested that it urges smokers to disregard health warnings.[19][24] The campaign also featured a model using a throat-touching gesture, which echoes earlier ads which made more explicit claims of voice box benefits.[25][26]

The Leo Burnett advertising agency handled the Virginia Slims account throughout most of the product lifetime.[27]

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. 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 0.1% 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.[22][28]

Virginia Slims are mainly sold in the United States, but also was or still is sold in the British Virgin Islands, Brazil, Argentina, Germany, France, Switzerland, Portugal, Poland, Hungary, Cyprus, Belarus, Ukraine, Russia, Kazakhstan, Singapore, Hong Kong, South Korea, Japan and Australia.[29][30]