Altria Group Inc.: It's A Woman Thing campaign

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.

Altria Group Inc.: It's A Woman Thing campaign

Megan Mcnamer

OVERVIEW

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...