In the late-1960s, there was a famous phrase in the American print media and television ‘You’ve come a long way, Baby.’ It was an advertising slogan made by a cigarette brand, known as Virginia Slims, which, at 100mm in length and 23mm in circumference, were longer and thinner than cigarettes from competing brands.
During the 1960s, the feminist movement in America was gaining strength and popularity. The Phillip Morris Company teamed up with the famed Leo Burnett Agency to capitalize on shifting attitudes. The campaign was for their new brand of ultra-smooth Virginia Slims cigarettes. They specifically targeted women; every ad featured a woman smoking Virginia Slims cigarettes. They equated smoking with freedom, style, and liberation.
