Virginia Slims - History

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. There is no evidence that anyone was attempting to revive the Torches of Freedom idea from the 1920s, when women were first heavily recruited to smoke.

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.

• 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 Designed to compete with RJ Reynolds 'More' brand, the test ultimately failed and this entry was withdrawn.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• In 1984, Virginia Slims Ovals were test marketed, but were unsuccessful and withdrawn.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. 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 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, Russia, and South Africa. Virginia Slims has never had a significant European or South American presence.