Exporting an Inherently Harmful Product: The Marketing of Virginia Slims Cigarettes in the United States, Japan, and Korea

Abstract

Ethical issues surrounding the marketing and trade of controversial products such as tobacco require a better understanding. Virginia Slims, an exclusively women’s cigarette brand first launched in 1968 in the USA, was introduced during the mid 1980s to major Asian markets, such as Japan and Korea, dominated by male smokers. By reviewing internal corporate documents, made public from litigation, we examine the marketing strategies used by Philip Morris as they entered new markets such as Japan and Korea and consider the extent that the company attempted to appeal to women in markets where comparatively few women were smokers. The case study of Virginia Slims reveals that the classification of “vulnerable” consumers is variable depending on culture, tobacco firms display responsive efforts and strategies when operating within a “mature” market, and cultural values played a role in informing Philip Morris’ strategic decision to embrace an adaptive marketing approach, particularly when entering the Korean market. Finally, moral questions are raised with tobacco being identified as a priority product for export and international trade agreements being used by corporations, governments, or trade partners in efforts to undermine domestic public health policies.

The Impact of Tobacco Taxation Policy on Slim Cigarette Use and the Growing Popularity of Slim Cigarettes in China Since 2014

“…Slim cigarettes were designed and marketed as women-specific tobacco products when first developed almost a half century ago [3] [4]. However, this study found no significant correlations between the market share of slim cigarettes and the smoking prevalence rates, especially the smoking prevalence rates among females [5].…”

E-cigarette marketing targeted to youth in South Korea

“…In Korea, Ovale e-cigarettes are categorised as tobacco products, given that the product contains nicotine. Hence, these marketing activities appear to contravene Korea's Tobacco Business Act and National Health Promotion Act, which prohibits cigarette company marketing activities that are targeted at youth or women 11 12. Ovale's tactics, targeting youth, engaging in CSR, product placement, sponsorship, and web-based interactive communications, resemble the strategies of conventional tobacco companies 13–22…”

Feminine Appeals on Cigarette Packs Sold in 14 Countries

“…We also included all lipstick shaped packs in our initial sample of feminine packs. We did not include all slim shaped packs in the initial dataset because, unlike Int J Public Health | Owned by SSPH+ | Published by Frontiers lipstick shaped packs which are almost exclusively associated with women, slim packs could have a broader appeal across gender [36,47].…”