Cigarette Manufacturers Targeting Women

Published on January 10th, 2013 00:00
tobacco ads

Tobacco marketing to women started in the 1920s and till present those promotion messages appear in cigarette advertisements. American Tobacco called women to “Reach for Lucky instead of a sweet,” knowing that women always worry about their weight. Within the same era, the company promoted cigarettes as “symbols of independence”.

Leo Burnett joined two women’s themes of weight control and freedom in the 1960s with the introduction of a long term campaign, “You’ve Come a Long Way, Baby,” associating Virginia cigarettes with a thin and independent women.

The 1970s faced the coming of a range of brands directed at women as Kim and Eve and in 1990s, Satin – with a package that depicted femininity due to pastel color used in long slim packages. For instance, Eve cigarettes had a floral design on the package with and advertising caption, “Say good buy to ugly cigarettes. Smoke pretty. Eve.” Marketed within the 1990s, Capri was the first “ultra-slim cigarette” whose promotion tried to tap the need of busy women to gratify in an escapist fantasy. However, these woman’s cigarette brands constitute only 5% to 10% of the market, with the majority of ladies smokers giving preference to such cigarette brands as Marlboro, that appeal to a wide range of cigarette users.

A lot of women’s cigarette brands have been advertised with promotional strategies that have been used heavily by tobacco manufacturers. Women were a growth market for cigarette companies for many years in the United States and then worldwide. In the 1930s, Chesterfield advertisements equated smoking to glamour, depicting Hollywood stars, while Camel cigarettes were confirmed in the 1950s.

A range of advertisement campaigns directed at blue-collar women, including R.J. Reynolds’s Dakota Camel campaigns have taken diverse directions. Both Philip Morris and R.J. Reynolds thought that blue-collar market was for both men and women smokers. For instance Camel cigarettes have featured a female Joe Camel and branded diverse products for ladies, offered in exchange for Camel Cash coupons. Winston and Marlboro were the main sponsors of automobile sports and other events, with women representing a great portion.

Women were considered by cigarette companies as the first and main market for menthol cigarettes in the USA during the 1950s and 1960s, and were attracted with diverse advertising images that compared menthol with something pure and gentle.

More Info:

Tobacco Advertising Targeting Women
Stanford researchers' cigarette ad collection reveals how big tobacco targets women and adolescent girls
WHO takes aim at tobacco ads targeting women
Gender Representation in Tobacco and Alcohol Advertising

Cigarettes Brands

Tobaccopub_01 Tobaccopub_02 Tobaccopub_03

Latest Events

  • Main Tobacco Curing Techniques May 3rd, 2013 00:00

    Tobacco experts distinguish four curing techniques applied for curing tobacco cultivated for industrial nee ...

  • About Cigarette Filters April 26th, 2013 00:00

    The cellulose acetate oakum in a cigarette filter is a net of fibres produced from wood pulp. In production ...

  • Giant Tobacco Companies Could Face Big Losses April 19th, 2013 00:00

    Cigarette companies aren't going to expect a prosperous future taking into account that U.S. markets decreas ...

  • Latin America to Curb Smoking April 11th, 2013 00:00

    Tobacco crop, as generations of schoolchildren have been explained, was introduced to Europe from the Amer ...