Virginia Slims is a
brandA brand is a name or trademark connected with a product or producer. Brands have become increasingly important components of culture and the economy, now being described as "cultural accessories and personal philosophies".-Concepts:...
of
cigaretteA cigarette is a product consumed through smoking and manufactured out of cured and finely cut tobacco leaves and reconstituted tobacco, often combined with other additives, then rolled or stuffed into a paper-wrapped cylinder...
manufactured by
Philip MorrisPhilip Morris USA is the United States tobacco division of Altria Group, Inc. Philip Morris USA brands include Marlboro, Virginia Slims, Merit, Parliament, Alpine, Basic, Cambridge, Bucks, Chesterfield, Collector's Choice, Commander, English Ovals, Lark, L&M, Players and Saratoga.On January 27,...
. The brand was introduced in 1968 and marketed to young professional women using the slogan "You've come a long way, baby." Some media watch groups considered this campaign to be responsible for a rapid increase in smoking among teenage girls. Later campaigns have used the slogans, "It's a woman thing," in the 1990s, and "Find your voice." A report by the
Surgeon General of the United StatesThe Surgeon General of the United States is the operational head of the Public Health Service Commissioned Corps and thus the leading spokesman on matters of public health in the federal government...
has interpreted these marketing strategies as attempting to link smoking "to women's freedom, emancipation, and empowerment." 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.
Virginia Slims are much narrower (23mm circumference) than ordinary cigarettes (hence, "Slims"), and are also longer than normal "king-sized" cigarettes (which are 84mm), sold only in longer 100mm and 120mm 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", "light," "ultra-light," and
mentholMenthol is an organic compound made synthetically or obtained from peppermint or other mint oils. It is a waxy, crystalline substance, clear or white in color, which is solid at room temperature and melts slightly above. The main form of menthol occurring in nature is -menthol, which is assigned...
varieties. The packaging is white with colored stripes running lengthwise along the left side.
History
Virginia Slims was introduced on July 22, 1968, by Philip Morris, and marketed as a female-oriented spinoff to their Benson and 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.
The first test market was San Francisco, California. The test was originally scheduled for six months, but was cut short after six 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.
- In 1976, a 120-mm 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 early 80's, growth and market penetration was significant, drawing the attention of competitors who introduced competing brands (including American Tobacco Company's
Misty and Brown and Williamson's
Capri Capri is a brand of cigarette manufactured by R.J. Reynolds. Introduced in 1987, it is the first widely-available cigarette having an extremely slim shape, at 17 mm in circumference and 100 mm in length, specifically marketed towards women as a way to increase or enhance their sexual appeal...
brands).
- In 1984, Virginia Slims Ovals were test marketed, but were unsuccessful and withdrawn. Ovals were light, and had an oval-shaped cross section.
- In 1985, Virginia Slims Luxury Light 120s were introduced - a 120 mm length packing again intended to compete with RJ Reynolds 'More' brand, as well as other 120s on the market. The introduction was successful. This packing has since become a mainstay of the smoking glamour community. It is arguable as to whether VS120s are truly 'light', since their rating numbers compare more closely to full-flavor.
- In 1987, Ultra-Light 100s 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 1990, Ultra-Light SuperSlim 100s were introduced, in response to ultra-thin (21mm 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 Light 100s 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 (85mm 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.
- In 2003, a box-pack was introduced for full-flavor 100s, in response to consumer demand.
- In 2004, Ultra-Light 120s were introduced with marginal success. It is likely that this packing will continue to be supported.
- In 2008, Virginia Slims Superslims introduced a smaller size "Purse Pack."
All packings were simultaneously introduced in both Menthol and Non-menthol (e.g.,
Regular or
Filter) varieties. Menthol usually represents 45%-55% of the total sales of a particular packing.
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, Russia, and South Africa. Virginia Slims has never had a significant European or South American presence.
Marketing
From inception, Virginia Slims have been designed and marketed as a female-oriented brand, generally targeted towards a younger demographic (18-35 year olds). While various themes have 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.
In the 1960s and 1970s, the themes of
feminismThe term Feminism can be used to describe an academic discourse, or to describe a political, cultural or economic movement aimed at establishing more rights and legal protection for women...
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.
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, television advertising was an important component.
Virginia Slims also sponsored the
Women's Tennis AssociationThe Women's Tennis Association, formed in 1973, is the principal organizing body of women's professional tennis. It organizes the WTA Tour, the worldwide professional tennis tour for women, which has for sponsorship reasons been known since 2005 as The Sony Ericsson WTA Tour...
Tour. This sponsorship is sometimes credited for the growth and success of women's tennis during the 70's and early 80's.
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.
The Leo Burnett advertising agency handled the Virginia Slims account throughout most of the product lifetime.
Market share
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 120s, 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 .1% per year, and was 2.0% in 2007. 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.