Virginia Cigarettes brand is a creation of Philip Morris. Virginia Slims belongs to pleasing to the eye brands, focused strictly on young professional women. It came on the market with the slogan “You’ve come a long way, baby.” Later campaigns have used the jingle, “It’s a woman thing and in the 1990s, and “Find your voice.”
Virginia Slims UNO Cigarettes
Virginia Slims also sponsored the Women’s Tennis Association Tour. This sponsorship is sometimes credited for the growth and success of women’s tennis during the 70’s and early 80’s.
Advertising agency Leo Burnett Moscow developed communicational strategy for black and white collection of Uno Virginia Slims cigarettes, presented on the Russian market by Philip Morris Sales & marketing. This time Philip Morris Sales&Marketing offered adult consumers two fine compact packs of unusual shape which have never been on the Russian market before.
Marketing salt of collection was the same strength taste as in the white pack as in the black pack. Pack’s color always reflected the difference in cigarettes’ taste, but that collection from Philip Morris Sales&Marketing won’t limit adult smokers in their willing of experiment. That means that packs took their good place among elegant women accessories. From here and design of Uno Virginia Slims – noble, strict, without any surfeits, genuine cigarette haute couture.
Virginia Slims UNO Advertising by Leo Burnett
Considering that Russia is the market number one of sales volume for Philip Morris International, and the fact that this product is launched here for the first time, was decided to develop launching and communicational strategies in Leo Burnett office in Moscow.
Firstly, Leo Burnett had to answer the question “Whether adult target audience of this brand is enough of product’s appearance effect or it needs extra levers of impact? ” Was decided that spoiled capital public won’t wonder glitzy things. That’s why was tried to use psychological method.
As a result, agency and Philip Morris Sales&Marketing developed step-by-step strategy of new cigarettes launching within the bounds of existing channels taking into account in site trendsetters and its operating principles.
