Virginia Slims

Virginia Slims is an American cigarette brand introduced by Philip Morris on July 22, 1968. It was developed as a female-oriented extension of the company's Benson & Hedges business and became one of the most recognizable examples of gender-specific tobacco marketing. The brand's name refers to its narrower cigarette format: Virginia Slims cigarettes have a circumference of about 23 millimeters, compared with the approximately 25-millimeter circumference associated with standard cigarettes. They have historically been sold in longer formats, principally 100 and 120 millimeters, which supported the brand's visual association with elegance, fashion, and sophistication. The first market test took place in San Francisco. The planned six-month test was ended after approximately seven weeks because of strong early performance, and distribution was expanded nationally. By September 30, 1968, the brand had reached the entire United States. Its blends, flavoring approach, package colors, and advertising architecture were closely related to Benson & Hedges. Early packages from 1968 through 1978 carried a small Benson and Hedges Park Avenue New York reference near the bottom. Walter Landor designed the original package, which used a white background and colored stripes along one side. Virginia Slims built its identity around independence, liberation, slimness, attractiveness, glamour, and modern fashion. Its central advertising idea was that smoking represented a form of female autonomy, contrasting the brand with cigarettes traditionally marketed to men. The best-known slogan, “You've Come a Long Way, Baby,” connected contemporary women with stories of women from earlier decades who had supposedly been restricted or punished for smoking. Later campaigns included “It's a Woman Thing” in the 1990s and “Find Your Voice” in the 2000s. These campaigns were widely discussed because public-health authorities and critics viewed them as attempts to associate tobacco use with women's freedom and empowerment, including among younger women. Product development expanded the brand beyond its original format. Lights arrived successfully in 1978, followed by test-market products such as Ovals in 1984 and several 120-millimeter, ultra-light, and superslim variants during the 1980s and 1990s. The brand introduced Luxury Lights 120's nationally in 1985 after tests in Portland and Nashville, Ultra Lights 100's in 1987, and Superslims 100's in 1989. Some experiments, including a 120-millimeter full-flavor product tested in Fresno in 1976, Ovals, a ten-cigarette pack, and a proposed Kings format, were withdrawn or never rolled out nationally. Box packaging for full-flavor 100's was added in 2003, a smaller purse pack for Superslims appeared in 2008, and the package design was modernized in 2016 with a mottled floral treatment replacing the earlier stripes. The brand has been sold mainly in the United States, with additional distribution or historical market presence in parts of the Asia-Pacific region, Eastern Europe, Russia, southern Africa, and selected European and South American countries. In the United States, Philip Morris USA manufactures the cigarettes; outside the United States, production has been associated with Philip Morris International. Virginia Slims remains a brand within Altria's tobacco portfolio, although its promotional presence has declined amid tobacco regulation, health concerns, and changing smoking patterns. Its historical importance extends beyond cigarettes: its sponsorship of women's professional tennis helped fund and publicize the independent women's circuit that preceded the modern Women's Tennis Association Tour.

Philip Morris introduced Virginia Slims in the United States on July 22, 1968, as a female-oriented companion to Benson & Hedges. The brand began in San Francisco, where its test market was stopped after roughly seven weeks because sales were strong. National distribution followed, and the entire United States was covered by the end of September 1968. The product's physical design and presentation were central to its identity: the cigarettes were narrower than standard products, generally longer than king-size cigarettes, and packaged to suggest refinement and fashion. Walter Landor created the original white pack with colored longitudinal stripes. Early packages also carried a Benson and Hedges Park Avenue New York reference. The brand's early growth depended heavily on targeted advertising. Virginia Slims presented smoking as a sign of women's independence and changing social status. Its advertising contrasted historical scenes in which women were discouraged from smoking with contemporary images of fashionable women exercising personal choice. The “You've Come a Long Way, Baby” slogan became the brand's defining message. Print advertising in women's magazines was particularly important, while billboards, retail displays, fashion shows, branded accessories, and a day-calendar product extended the campaign beyond cigarette packs. Television advertising was used until the U.S. broadcast ban took effect in 1971. A Virginia Slims commercial shown just before the ban is commonly identified as the last cigarette advertisement aired on U.S. television. Product experimentation continued throughout the following decades. A full-flavor 120-millimeter package was tested in Fresno in 1976 as a possible response to R. J. Reynolds' More brand but was withdrawn. Virginia Slims Lights became a successful national product in 1978 and encouraged competing companies to launch their own slim, women-focused brands. Ovals, which had an oval cross-section, were tested in 1984 in Rochester, Birmingham, and Las Vegas but did not succeed. Luxury Lights 120's were introduced in 1985 after tests in Portland and Nashville and became a durable part of the range. Ultra Lights 100's followed in 1987, and Superslims 100's, offered in menthol and non-menthol forms, arrived in 1989. Further variants included a ten-cigarette Lights pack introduced in 1993, a proposed Kings format in 1994, Luxury Ultra Lights 120's in 2004, and a purse-sized Superslims pack in 2008. The ten-cigarette pack had limited success and was withdrawn, while Kings were not rolled out nationally. In 2003, Philip Morris added a box configuration for full-flavor 100's and made modest changes to the package colors and stripes. In 2016, all styles received a more substantial visual update, replacing the traditional stripe motif with a mottled floral appearance. Virginia Slims has historically offered menthol and non-menthol versions across its range. Reference material notes that menthol represented a larger share of Virginia Slims sales than was typical for cigarette brands generally. The brand's market share grew from launch through the late 1970s, accelerated after Lights, and reached a reported peak around 1989 after the introduction of 120's, Ultra Lights, and Superslims. Competition from brands such as Capri and Misty subsequently reduced its share. Later promotional activity became less prominent as tobacco advertising faced tighter restrictions and smoking prevalence declined. The brand also played a significant role in the history of women's professional tennis. In 1970, publisher and former tennis professional Gladys Heldman worked with Philip Morris executive Joe Cullman to support the Original 9, who signed nominal contracts and organized an independent series of tournaments in response to unequal treatment of women players. The Virginia Slims Circuit expanded from nine players to approximately 40 members during its first year. After the Women's Tennis Association was formed in 1973, the circuit developed into the modern WTA Tour structure. Virginia Slims sponsored the WTA Tour from 1971 to 1978 and again from 1983 to 1994. The sponsorship is credited with helping provide visibility and financial support during the formative years of professional women's tennis, although it also connected the sport to tobacco promotion. Virginia Slims remains associated with Altria and is manufactured by Philip Morris USA in the United States and Philip Morris International in markets outside the United States. Its historical identity is unusually dependent on gendered marketing, product format, and cultural sponsorship, while its contemporary profile is shaped by declining cigarette promotion, regulation, and public-health criticism.

• 2016

  Packaging receives a floral redesign

  [1]Virginia Slimsen.wikipedia.org

  The traditional stripe-based package identity is replaced by a mottled floral appearance.

• 2003

  Full-flavor box pack added

  [1]Virginia Slimsen.wikipedia.org

  A box configuration for full-flavor 100's is introduced, alongside modest package graphic changes.

• 1989

  Superslims introduced

  [1]Virginia Slimsen.wikipedia.org

  Virginia Slims adds Superslims 100's in menthol and non-menthol versions to answer demand for thinner, lower-tar positioning.

• 1985

  Luxury Lights 120's roll out nationally

  [1]Virginia Slimsen.wikipedia.org

  After regional testing, the longer Luxury Lights 120's format is introduced nationwide.

• 1978

  Lights introduced

  [1]Virginia Slimsen.wikipedia.org

  Virginia Slims Lights launches successfully and becomes an important growth product while prompting competing slim brands.

• 1971

  U.S. television cigarette advertising ends

  [1]Virginia Slimsen.wikipedia.org

  A Virginia Slims commercial aired immediately before the federal prohibition on cigarette advertising on radio and television.

• 1970

  Virginia Slims Circuit is established

  [1]Virginia Slimsen.wikipedia.org

  The brand sponsors an independent women's professional tennis circuit formed by the Original 9, helping create the foundation for the later WTA Tour.

• 1968

  Virginia Slims launches

  [1]Virginia Slimsen.wikipedia.org

  Philip Morris introduces Virginia Slims in San Francisco and rapidly expands the brand across the United States after a successful test market.

A fashion-oriented, female-targeted cigarette brand positioned around slim design, glamour, independence, personal freedom, and modern style. Its advertising historically used feminist and empowerment themes to distinguish the brand from conventional male-oriented cigarette marketing.

• Cigarettes · 1968

  Virginia Slims 100's

  The 100-millimeter format is one of the brand's core lengths. It has been offered in full-flavor, Lights, Ultra Lights, and Superslims variants, with both menthol and non-menthol versions identified in the product range. The format combines the brand's narrow circumference with a length longer than a conventional king-size cigarette.

• Cigarettes · 1985

  Virginia Slims 120's

  The 120-millimeter format emphasizes the brand's elongated, fashion-oriented appearance. A full-flavor 120's test in 1976 was unsuccessful, but Luxury Lights 120's were introduced after regional testing in 1985 and became a continuing part of the range. Luxury Ultra Lights 120's were added in 2004.

• Cigarettes · 1978

  Virginia Slims Lights

  Introduced in 1978, Lights became one of Virginia Slims' most commercially important extensions. Its success contributed to the rapid expansion of slim, female-oriented cigarette offerings across the industry. A ten-cigarette pack was tested in 1993 but was later withdrawn.

• Cigarettes · 1987

  Virginia Slims Ultra Lights

  Ultra Lights 100's were introduced in 1987 in response to changing consumer preferences, competitive products, and the established Benson & Hedges product architecture. The line achieved limited but continuing market acceptance according to the reference history.

• Cigarettes · 1989

  Virginia Slims Superslims

  Superslims 100's were introduced in 1989 in menthol and non-menthol forms. They were designed to answer competition from ultra-thin cigarettes and demand for products promoted as ultra-low-tar and low-smoke. A smaller purse-pack presentation was added in 2008.

• Cigarettes

  Virginia Slims Gold and Silver

  Gold and Silver are named variants within the Virginia Slims range. Reference material identifies them among the brand's available styles and indicates that the broader range has included both menthol and non-menthol offerings.

• Cigarettes · 1984

  Virginia Slims Ovals

  Ovals were an experimental product with an oval-shaped cross-section. They were test-marketed in Rochester, Birmingham, and Las Vegas in 1984 but did not gain sufficient acceptance and were withdrawn.

• 2000

  Criticism of empowerment-based tobacco advertising

  Virginia Slims' Find Your Voice campaign was criticized for associating smoking with liberation and empowerment despite the health consequences of tobacco use. Critics also objected to language and imagery they considered dismissive of people who had lost their voices through smoking-related disease, and raised concerns about appeal to minority women and younger audiences.

  Source

Read more

• 2000Find Your Voice

  United States

  The campaign linked cigarette use with self-expression, independence, women's rights, and sexual allure. Its creative used models and empowerment-oriented language.

  Outcome. The campaign attracted criticism from public-health advocates and others who argued that it trivialized smoking-related loss of speech and targeted younger and minority women.

  Source
• 1990It's a Woman Thing

  United States

  This later advertising theme continued Virginia Slims' association with female identity, fashion, and personal choice.

  Outcome. It extended the brand's established gender-specific positioning into the 1990s.

  Source
• 1970Virginia Slims women's tennis sponsorship

  United States

  Virginia Slims sponsored the independent women's professional tennis circuit organized by the Original 9 and later sponsored the WTA Tour during its formative years.

  Outcome. The sponsorship helped provide money and visibility for women's professional tennis and contributed to the development of the circuit that became the WTA Tour.

  Source
• 1968You've Come a Long Way, Baby

  United States

  The campaign used historical stories about women being discouraged from smoking and contrasted them with glamorous modern imagery. It presented cigarette use as a symbol of independence, liberation, and changing women's rights.

  Outcome. The slogan became the brand's defining advertising property and supported its long-term female-oriented positioning.

  Source

• 2016

  Redesign Virginia Slims packagingGeneration change

  Background

  The brand refreshed its visual identity while retaining its established slim and fashion-oriented positioning.

  Action taken

  The package stripes were replaced by a mottled, floral-like graphic treatment across the styles.

  Aftermath

  The floral packaging became the updated visual expression of the existing product range.

  Source

• 2003

  Add full-flavor box packagingGeneration change

  Background

  Consumer demand and changes in packaging preferences encouraged a move beyond the classic soft pack.

  Action taken

  Philip Morris introduced a box pack for full-flavor 100's and adjusted the package colors and edge striping.

  Aftermath

  The box format gradually displaced the classic soft pack.

  Source

• 1993

  Test a ten-cigarette Lights packOther

  Background

  The smaller pack was intended to sell for approximately half the price of a conventional 20-cigarette pack.

  Action taken

  Virginia Slims Lights 100's were offered in a ten-cigarette format.

  Aftermath

  The format had limited success, drew criticism, and was eventually withdrawn.

  Source

• 1985

  Roll out Luxury Lights 120'sProduct launch

  Background

  The longer format was intended to compete with More and other 120-millimeter cigarette products.

  Action taken

  After successful tests in Portland, Oregon, and Nashville, Philip Morris launched Luxury Lights 120's nationally.

  Aftermath

  The product attracted a somewhat older consumer group and became a durable part of the brand's portfolio.

  Source

• 1984

  Test Virginia Slims OvalsProduct launch

  Background

  The company explored a differentiated physical format with an oval cross-section.

  Action taken

  Ovals were test-marketed in Rochester, Birmingham, and Las Vegas.

  Aftermath

  The product failed to gain sufficient acceptance and was withdrawn.

  Source

• 1978

  Introduce Virginia Slims LightsProduct launch

  Background

  Changing consumer preferences created demand for lighter-positioned cigarette products.

  Action taken

  Philip Morris introduced Virginia Slims Lights using the established slim, female-oriented brand architecture.

  Aftermath

  The product performed strongly and encouraged competing tobacco companies to introduce similar slim brands.

  • American Tobacco Company — Introduced Misty, a competing slim, female-oriented brand.
  • Brown & Williamson — Introduced Capri, a competing slim, female-oriented brand.
  • Liggett — Introduced Eve variants in the competitive segment.
  • R. J. Reynolds — Introduced Dawn in the female-oriented slim segment.

  Source

• 1976

  Test-market a 120-millimeter full-flavor productProduct launch

  Background

  Philip Morris sought to compete with R. J. Reynolds' More brand and other long cigarette formats.

  Action taken

  A full-flavor 120's package was tested in Fresno, California.

  Aftermath

  The test was unsuccessful and the product was withdrawn.

  Source

1. 1Virginia Slimsen.wikipedia.org