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You've Come a Long Way, Baby: Fashion Portrait
Virginia Slims · 1970
- Agency
- Leo Burnett
- Campaign
- You've Come a Long Way, Baby
Analysis
A fashion portrait sits beside the slogan and two cigarette packs. The ad links the brand with women’s changing social position.
“You've come a long way, baby.”
Identity appealFashion imageryProduct placement
Why it worked
The portrait supplies a confident identity that the slogan connects with the product. The ad shows how a brand can borrow the language of social change.
Lesson
Check whether the identity promised by an ad has a sound connection with the product.
Image source
© Virginia Slims. Shown for study and commentary.
Not affiliated with or endorsed by Virginia Slims.