Flower By Edie Parker Launches 60s Cigarette Ad Campaign Revamp For Women Empowerment

You might remember the iconic and catchy slogan, “You’ve Come a Long Way, Baby,” from the 1960s and 70s ad campaigns for female-leaning cigarettes Virginia Slims. 

The advertisements spoke about how women have come a long way in terms of independence, from protesting for the right to vote to slowly achieve equal treatment alongside men who would send their ladies to their room after some “misbehaving.”

Now, luxury handbag maker and “the Coco Chanel of cannabis” brand Flower by Edie Parker just launched its latest advertisement, paying homage to the women empowerment themes in the Virginia Slims commercials.  

The new tagline reads “Weed’s Come a Long Way, Baby,” and Edie Parker is right, especially regarding female cannabis consumption. Data analytics company Headset reports that women’s cannabis consumption has grown by 55% since 2020. 

According to Adweek, founder and creative director of Flower by Edie Parker, Brett Heyman, says 4/20 is “one of our biggest marketing initiatives of the year next to New York Fashion Week, and it’s become what Black Friday and Cyber Monday are to fashion and other goods.”

And the new advertisement is something close to her heart. Heyman told Adweek that she’d had the slogan, “You’ve Come a Long Way, Baby,” on her mood board for years, and she was patiently waiting for the perfect time and setting to bring the slogan into the evolving cannabis industry. 

She added that “Our brand has always had an affinity for vintage design and aesthetic, so it’s common for us to look back to other eras for inspiration.”

When recalling the impact of the Virginia Slims advertisements, she said they “were so groundbreaking—the Virginia Slims woman was stylish and independent and bold. But in 2022, she doesn’t smoke cigarettes. She smokes flower.”

The advertisements see stunning models in vintage, colorful attire with modern poses while holding Flower by Edie Parker products. Some shots even show a large pre-roll pack with the company’s nickname, “Weedie Parker.” All ads will make their way to billboards and e-boards in Los Angeles, New York, Chicago, and Boston.