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"To be honest, I wasn't expecting it to be so blatant." Others are not so surprised, however, noting that the tobacco industry has marketed smoking to women as a sign of trendiness, empowerment and sex appeal since the early 20th century, including campaigns like Lucky Strikes' 1927 "Reach for a Lucky instead of a sweet." American Legacy Foundation director Cheryl Healton recalls puffing a Virginia Slim on the Princeton University campus before it began admitting women as students in 1969 and thinking of her cigarette, marketed with the slogan, "You've come a long way baby," as a right the university wouldn't grant her