The “You’ve Come a Long Way, Baby” campaign was launched by Virginia Slims, a brand of Philip Morris in 1968. The campaign was notable for its focus on the women’s liberation movement and was aimed specifically at women. It capitalized on the growing feminist sentiments of the era by portraying smoking as a symbol of independence and sophistication for women. The advertisements typically featured stylish, modern women enjoying cigarettes in various settings, with slogans that emphasized how far