After the first look at Vogue cigarettes, it immediately becomes clear that this product is created specifically for elegant ladies’ hands, in men’s fingers such a thin cigarette will be lost and will look rather ridiculous.
Vogue cigarettes appeared in 1932 and were originally positioned as ladies’ cigarettes. Over time, the reorientation of Vogue cigarettes (as happened, say, with Marlboro) did not happen, and today the vast majority of buyers of this brand are representatives of the weaker half. Since entering the market, the Vogue advertising campaign has depicted the image of a stylish and modern woman, for whom not only the quality and taste of cigarettes, but also their appearance are of no small importance.
Initially, Vogue cigarettes were produced in only two versions: Vogue Filter and Vogue Menthol, thanks to an advertising campaign in the consumer’s perception, an image of a self-confident and sophisticated woman choosing Vogue cigarettes was created. Over time, this image has become so strengthened that the appearance of cigarettes and the tobacco bag, like the cigarettes themselves, have become a benchmark for other ladies’ tobacco products.
Later, two more types of Vogue cigarettes were released – Vogue Superslims and Vogue Superslims Menthol, after which the brand further strengthened its position as a trendsetter in the segment of ladies’ cigarettes. In 1999, Rothmans, the owner of the brand, was absorbed by the tobacco giant British American Tobacco, this merger launched a new aggressive policy of promoting the brand in the world market of tobacco products. A well-developed promotion called “The Four Seasons” was launched; confirmation of its success was not only the universal brand awareness, but also an impressive increase in sales. True, such success became possible due to a small competition in the segment of ladies’ cigarettes, and in some markets Vogue cigarettes remained the only offer in the Super slims segment.
Throughout its existence, this brand has experienced many rebranding processes. Some campaigns had greater success, some less, but the brand’s position in the market still remained unshakable, ladies’ cigarettes were still associated with the Vogue brand.