Virginia Slims Cigarettes sexy

In 1968, Philip Morris marketed Virginia Slims Cigarettes to women with an advertising strategy showing canny insight into the importance of the emerging women's movement. The slogan "You've come a long way, Baby" later gave way to "It's a woman thing" in the mid-1990s, and more recently the "Find your voice" campaign featuring women of diverse racial and ethnic backgrounds. The underlying message of these campaigns has been that smoking is related to women's freedom, emancipation, and empowerment.