Altria Group Inc.

Extract

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Altria Group Inc.

120 Park Ave.

New York, New York 10017

USA

Telephone: (917) 663-4000

Fax: (917) 663-2163

Web site: www.altria.com

IT'S A WOMAN THING CAMPAIGN

OVERVIEW

NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, The Philip Morris Companies changed its name to Altria Group Inc. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.

The slogan Philip Morris Companies Inc. used in 1968 to launch its Virginia Slims campaign—"You've Come a Long Way, Baby"—effectively combined the two seemingly dissimilar marketing themes of female attractiveness and women's rights. The series of ads w...

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