Philip Morris Companies, Inc.: You'Ve Come A Long Way, Baby campaign

Judson Knight

Virginia Slims, a product of Philip Morris Companies, Inc., became the first major cigarette brand targeted exclusively to a female market when it was introduced in 1968.

Philip Morris Companies, Inc.: You'Ve Come A Long Way, Baby campaign

Judson Knight

Overview

Virginia Slims, a product of Philip Morris Companies, Inc., became the first major cigarette brand targeted exclusively to a female market when it was introduced in 1968. From the beginning Virginia Slims had a brand identity closely tied to its advertising slogan, "You've Come a Long Way, Baby," created by the Leo Burnett Corporation of Chicago. The campaign, designed to capitalize on the gains made by the women's movement, used commercials that imitated grainy films from the early twentieth century. They showed women in the prewomen's...

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