Legacy Tobacco Documents Library: Popular Documents

Popular Documents - Marketing to Women


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The documents below provide a starting point for exploration of marketing and advertising strategies used by the tobacco companies to create cigarette brands specifically for women.

Marketing Strategies

Papers from the A.A.A.A. Region Conventions: How An Agency Builds a Brand -- The Virginia Slims Story (1970)

Presentation describing the famous PM marketing campaign for Virginia Slims. Of particular note are slides of advertising slogans and storyboards rejected in favor of the well-known tagline: "You've come a long way, baby."

http://legacy.library.ucsf.edu/tid/efc64e00

Segmenting the Women's Market by Women's Role, Women's Lib and Other Social Forces (1973)

Report dividing women into categories, from "emotional bra-burning extremists" to "anti-libbers," to facilitate development of a cigarette that appeals to women with more "powerful sets of opinions and feelings."

http://legacy.library.ucsf.edu/tid/xlx31e00

The Female Smoker Market (1973)

Lorillard report exploring the growing importance of the female smoker. The report investigates motivations for smoking, lower success rates in quitting smoking, and an increase in cigarette consumption by adolescent girls.

http://legacy.library.ucsf.edu/tid/lce91e00

Images that Positively Motivate Women: An Initial, Qualitative Exploration (1980)

RJ Reynolds study investigating imagery with a broad-based appeal for women in an effort to provide "strong positive image(s)" which "may help to offset some of the negative feelings about smoking in general and/or a brand in particular (e.g. a high tar, high nicotine cigarette)."

http://legacy.library.ucsf.edu/tid/rbx79d00

A Historical Perspective on Female-Oriented Brands (1981)

Provides a brief overview of female-targeted brands since the 1960s with a focus on the success of Virginia Slims.

http://legacy.library.ucsf.edu/tid/hqy85d00

New Business Research and Development Report: Project AA, Analysis of Female Smokers (1983)

RJ Reynolds analysis of types of cigarettes women are more likely to smoke and of the social values of women from specific age brackets that influence attraction to a specific brand.

http://legacy.library.ucsf.edu/tid/ing39d00

V.F. Year 1: Promotion Recommendations (1989)

RJ Reynolds marketing strategy that targeted young women, age 18-20, with very specific demographic characteristics. Report outlines the attitudes and interests of this target population and details plans to develop high impact retail promotions to build brand awareness and image.

http://legacy.library.ucsf.edu/tid/gin54d00

Female Brand (1993)

American Tobacco report on existing brands developed for female smokers as well as market share of "female only" brands. This report suggests a more contemporary and relevant "lifestyle-based approach" to developing a brand targeted specifically toward young adult female smokers.

http://legacy.library.ucsf.edu/tid/ava35f00