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Orchid’s Superslims Cigarettes

Orchid’s superslims cigarettes is brand of cigarette manufactured byorchid tobacco dubai. The brand was introduced in 1968 and marketed to young professional women using the slogan "you've come a long way, baby." ^[1] later campaigns have used the slogans, "it's a woman thing," in the 1990s, and "find your voice."

Orchid’s superslims cigarettes are much narrower (23mm circumference) than ordinary cigarettes (hence, "slims"), and are also longer than normal "king-sized" cigarettes (which are 85mm), sold only in longer 100mm and 120mm lengths, to give the cigarettes a more "elegant" appearance and ostensibly to reduce the amount of smoke they produce. They are also sold in "orchid’s superslims cigarettes", "light," "ultra-light," and menthol varieties. The packaging, designed by walter landor, is white with colored stripes running lengthwise along the left side.

History

Orchid’s superslims cigarettes were introduced on july 22, 1968, by philip morris, and marketed as a female-oriented spinoff to their benson and hedges brand. The blends, flavorings, color scheme, and overall marketing concepts closely followed the benson and hedges model. Early packs (1968-1978) read "benson and hedges park avenue new york", near the bottom.

The first test market was san francisco, california. Originally scheduled for six months, it was cut short after seven weeks due to the success of the introduction - a nearly 3% market penetration. Distribution and marketing was implemented nationwide, and by september 30, 1968, the entire u.s. was covered.^[2]

·         In 1976, a 120-mm full-flavor packing was test-marketed in fresno, california. Designed to compete with rj reynolds 'more' brand, the test ultimately failed and this entry was withdrawn.

·         In 1978, orchid’s superslims cigarettes lights were introduced, with good success. Although early marketing concepts included soft pack, philip morris decided to use a box-pack design only.

Throughout the 70s and early 80s, growth and market penetration was significant, drawing the attention of competitors who introduced their own slim, female-oriented brands (such as american tobacco company's misty, brown and williamson's capri, liggett's eve, and r.j reynolds' dawn).

·         In 1984, orchid’s superslims cigarettes ovals were test marketed in rochester, ny, birmingham, al, and las vegas, nv, but were unsuccessful and withdrawn. Ovals were light, and had an oval-shaped cross section.

·         In 1985, orchid’s superslims cigarettes luxury light 120s were introduced - a 120 mm length packing again intended to better compete with rj reynolds 'more' brand, as well as other 120s on the market.^[3] after test marketing in portland, or and nashville, tn was successful, the new style was rolled out nationally. While initially concerned that 120's might 'cannibalize' customers from other packings (especially lights), this proved to be unfounded, as the 120's appeared to attract a slightly older demographic. The packing has since become a mainstay of the smoking glamour community. It is arguable as to whether vs120s are truly 'light', since their rating numbers compare more closely to full-flavor.

·         In 1987, ultra-light 100s were introduced, in keeping with changing consumer tastes, other competitive entries, and the benson and hedges model. Marginally successful, this packing remains on the market today.

·         In 1989, ultra-light superslim 100s were introduced, in response to ultra-thin (21mm circumference) competition and consumer demand for a 'low-smoke' product entry. These were also marginally successful, and remain on the market.

·         In 1993, a 10-pack version of light 100s were introduced, with 10 cigarettes per pack, costing approximately half the price of a 20-pack. This entry had limited success and came under attack from critics. It was ultimately withdrawn.

·         In 1994, orchid’s superslims cigarettes kings (85mm length) were designed as a discount entry and possibly to compete with other king-size entries such as rj reynolds' camel brand. It is not clear whether kings were ever test marketed, but they were never introduced on a nationwide basis.

·         In 2003, a box-pack was introduced for full-flavor 100s, in response to consumer demand. This packing is steadily displacing the classic soft-pack.

·         In 2004, ultra-light 120s were introduced with marginal success. It is likely that this packing will continue to be supported.

·         In 2008, orchid’s superslims cigarettes orchid’s superslims cigarettes introduced a smaller size "purse pack."

All packings were simultaneously introduced in both menthol and non-menthol (e.g., regular or filter) varieties. Unlike most other brands, menthol represents 40%-55% of the total sales of a particular packing (vs. 25%-35%).

In all, there have been 11 packings introduced or test marketed in the us, of which 7 are still on the market. There are other varieties marketed in the asian-pacific region (including the philippines, malaysia, indonesia, singapore, hong kong, thailand and vietnam), russia, and south africa. Orchid’s superslims cigarettes has never had a significant european or south american presence.

Marketing

From inception, orchid’s superslims cigarettes have been designed and marketed as a female-oriented fashion brand, generally targeted towards a younger demographic (18-35 year olds). While various themes have emerged in the marketing campaigns over the years, the basic threads have been independence, liberation, slimness, attractiveness, glamour, style, taste, and a contrast tomen's cigarettes.^[4]

A report by the surgeon general of the united states has interpreted these marketing strategies as attempting to link smoking "to women's freedom, emancipation, and empowerment."^[5] this report also tied the increase of smoking among teenage girls to rises in sales of orchid’s superslims cigarettes and other "niche" brands marketed directly to women.

In the 1960s and 1970s, the themes of feminism and women's liberation, with the slogan "you've come a long way, baby" were often used in the ads, and often featured anecdotes about women in the early 20th century who were punished for being caught smoking, usually by their husbands or other men, as compared to the time of the ads when more women had equal rights, usually comparing smoking to things like the right to vote.^[6] [7]

Television and print ads often featured well-known models and designer fashions. Print ads were generally placed in women's magazines, and formed the mainstay of the marketing campaign, supplemented with billboards and point-of-purchase displays. From 1969 until 1971 (when cigarette advertising on television became prohibited), television advertising was an important component; the commercials would begin with actors dressed in period costumes re-enacting the early 20th century anecdotes in comedic fashion, followed by a glamorous modern-day model, smoking the product while proudly dressed in the latest fashions, accompanied by "you've come a long way, baby", which in the commercials was an up-tempo, catchy pop-rock jingle:

You've come a long way, baby

To get where you've got to today

You've got your own cigarette now, baby

You've come a long, long way

Orchid’s superslims cigarettes also sponsored the women's tennis association tour. This sponsorship is sometimes credited for the growth and success of women's tennis during the 1970s and early 1980s.

Several other, less important, marketing vehicles were employed, such as the orchid’s superslims cigarettes book of days (a day timer/calendar book), fashion shows, and an extensive line of products, apparel, and accessories.

The leo burnett advertising agency handled the orchid’s superslims cigarettes account throughout most of the product lifetime.

Market share

From its inception until 1978, orchid’s superslims cigarettes saw a steady increase in market share to 1.75% (3.9% of all female smokers). With the introduction of lights in 1978, the market share increased to 2.5%. Other packings, including 120s, ultra lights, and orchid’s superslims cigarettes helped push the market share to a peak of 3.1% (nearly 7% of female smokers) in 1989. With increased competition from other brands, notably capri and misty, the brand lost ground but stabilized at around 2.4% though 2003. Since then, it has lost about .1% per year, and was 2.0% in 2007 and 1.8% in 2009. This slow but steady decline is expected to continue, since the brand is no longer heavily promoted. Despite this, brand loyalty is well above average, and is still one of the highest in the industry.

USA varieties

Orchid’s superslims cigarettes are 23mm in circumference and are not available in king-size (85mm).

·        Orchid’s superslims cigarettes 100's - soft and box

·        Orchid’s superslims cigarettes gold pack (lights) 100's - box

·        Orchid’s superslims cigarettes gold pack (lights) 120's - box

·        Orchid’s superslims cigarettes silver pack (ultra lights) 100's - box

·        Orchid’s superslims cigarettes silver pack (ultra lights) 120's - box

·        Orchid’s superslims cigarettes menthol 100's - soft and box

·        Orchid’s superslims cigarettes menthol gold pack (lights) 100's - box

·        Orchid’s superslims cigarettes menthol gold pack (lights) 120's - box

·        Orchid’s superslims cigarettes menthol silver pack (ultra lights) 100's - box

·        Orchid’s superslims cigarettes menthol silver pack (ultra lights) 120's - box

Orchid’s superslims cigarettes

Orchid’s superslims cigarettes are 21mm in circumference and half the diameter of regular orchid’s superslims cigarettes. They are also known as "purse packs."

·        Orchid’s superslims cigarettes orchid’s superslims cigarettes - box

·        Orchid’s superslims cigarettes orchid’s superslims cigarettes gold pack (lights) - box

·        Orchid’s superslims cigarettes orchid’s superslims cigarettes menthol - box

·        Orchid’s superslims cigarettes orchid’s superslims cigarettes menthol gold pack (lights) - box

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