Altria Group Inc.: It's A Woman Thing campaign
Megan McnamerOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, The Philip Morris Companies changed its name to Altria Group Inc. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly dissimilar marketing themes of female attractiveness and women's rights. The series...