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Virginia Slims is a brand of cigarette manufactured by Altria Group (formerly Phillip Morris Companies). The brand was introduced in 1968 and marketed to young professional women using the slogan "You've come a long way, baby." 〔 * (How an agency builds a brand — the Virginia Slims story )〕 Later campaigns have used the slogans, "It's a woman thing," in the 1990s, and "Find your voice." Virginia Slims are much narrower (23 mm circumference) than ordinary cigarettes (hence, "Slims"), and are also longer than normal "king-sized" cigarettes (which are 85 mm), sold only in longer 100 mm and 120 mm 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 menthol varieties. The packaging, designed by Walter Landor, is white with colored stripes running lengthwise along the left side. ==History== Virginia Slims were 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. Originally scheduled for six months, it was cut short after seven 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.〔 * (How an agency builds a brand — the Virginia Slims story )〕 * 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 Designed to compete with RJ Reynolds 'More' brand, the test ultimately failed and this entry was withdrawn.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 70s and early 80s, growth and market penetration was significant, drawing the attention of competitors who introduced their own slim, female-oriented brands (such as American Tobacco Company's ''Misty'', Brown and Williamson's Capri, Liggett's Eve, and R.J Reynolds' Dawn). * In 1984, Virginia Slims Ovals were test marketed in Rochester, NY, Birmingham, AL, and Las Vegas, NV, but were unsuccessful and withdrawn.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 better compete with RJ Reynolds 'More' brand, as well as other 120s on the market.〔(Why They Stretched the Slims ), New York Times, Author Cathryn Jakobson, June 8, 1986〕 After test marketing in Portland, OR and Nashville, TN was successful, the new style was rolled out nationally. While initially concerned that 120's might 'cannibalize' customers from other packings (especially Lights), this proved to be unfounded, as the 120's appeared to attract a slightly older demographic. The 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 1989, 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 (85 mm 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 on a nationwide basis. * In 2003, a box-pack was introduced for full-flavor 100s, in response to consumer demand. This packing is steadily displacing the classic soft-pack. * 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. Unlike most other brands, Menthol represents 40–55% of the total sales of a particular packing (vs. 25–35%). 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 (including the Philippines, Malaysia, Indonesia, Singapore, Hong Kong, Thailand and Vietnam), Russia, and South Africa. Virginia Slims has never had a significant European or South American presence. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Virginia Slims」の詳細全文を読む スポンサード リンク
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