- Eve (cigarette)
Eve Cigarettes, manufactured in the U.S.A. and
Germany, are a product of the Liggett Group, the smallest of the major U.S. tobacco companies. They were introduced in 1971as competition for rival Philip Morris corporation's Virginia Slims, a cigarette targeted at the growing ladies' market. Virginia Slims were aimed at women who identified themselves as liberated, independent, and modern; Eves aimed at women contented to be feminine. Virginia Slims were always the more successful brand.
Eve cigarettes used very feminine art and marketing, starting with the cigarette itself which was long and slim, originally 100 mm but lengthened to 120 mm within two years to give more of a feminine idea of slimness. The filter and box were decorated with flowers to look feminine and fashionable, and to catch the eye of consumers. The advertising approach was to make the Eve appear a beautiful cigarette, appealing to female vanity and thereby making the woman who chose to smoke Eves more attractive, thus capturing market share from other brands and recruiting non-smokers.
The marketing approach was designed to be very feminine. Models were ladylike, and elaborately made up. Advertising text complemented the feminine imagery. In 1976 Eves were even marketed in association with a fashion line with colors and floral prints similar to Eve cigarette packs. The message was that women who smoked Eves were feminine, lady-like, and ladies of leisure. Slogans used included "Finally a cigarette as pretty as you" and "Every inch the lady".
For over 35 years Eve cigarettes have been aimed at the same niche market, women and young girls who wish to appear ladylike. They have not sold as well as the competing Virginia Slims cigarettes, which have always had broader appeal.
The packaging has evolved to keep up with the times. Packaging went from a soft pack with the trademark flowers and drawing of Eve in the garden (gen. 1) to losing the female figure and retaining only the flowers (gen. 2) then moving the flowers to a band lengthwise on a white cardboard box (gen. 3). This packaging went unchanged until 1992 when the small multicolored flowers were replaced by thin orchid-like flowers in jewel tones on the box, and a single small colored flower on the filter band of the cigarette (gen. 4). In Germany the packaging and cigarette design did not change, retaining the floral band. Menthol versions of Eve used similar designs but with more green tones. Shorter 100 mm Eves in Regular and Menthol boxes were reintroduced in 1985 but gradually disappeared due to lack of interest. In 1990 Eve Ultra lights 120s were introduced in Regular and Menthol, promising lowered tar and nicotine along with milder flavor. Packaging was white flip top box with long stemmed flowers done in pale pastels, with a single pale pastel flower on the filter band. Menthols were similar but with more green. After 1992 packaging remained unchanged until 2002, except for yet another unsuccessful reintroduction of 100 mm Eves and Eve ultra lights in 1991. In 2002 the flowers were replaced by butterflies (gen. 5). Ultra lights lost the long stemmed flowers they had since their introduction and unified with the regulars for the first time by assuming the butterfly motif, with different colors identifying Ultra Lights (blue) and Menthol Ultra Lights(teal). In 2002 soft pack 100s were reintroduced yet again, using the butterfly design of the 120s.
1st generation pack http://www.misty120s.com/Ad_archive/gallery/SmokePretty/Eve71_1?full=1
2nd generation pack http://nature.berkeley.edu/departments/espm/env-hist/espm160/assignments/duke/eve.jpg
3rd generation pack http://www.misty120s.com/Ad_archive/gallery/Everyinchalady/Eve85_1?full=1
4th generation pack http://www.geocities.com/capt_kirk_uk/images/eve_light.jpg
5th generation pack http://www.geocities.com/capt_kirk_uk/images/evelit120.jpg
Original Ultra Light pack http://www.misty120s.com/Ad_archive/gallery/PickthelongstemmedUltraLight/Eve90_1?full=1
Germany pack http://www.cigarre24.de/images/eve120.jpg
Wikimedia Foundation. 2010.