Philip Morris introduced new 100mm Virginia Slims to America in 1968. Original advertising targeted women, picturing slender models wearing the very latest fashions. 'Baby' wasn't mentioned yet--the slogan, 'You've Come A Long Way', was used on the earliest ads. Not wanting to offend, PM had a poll taken. The word 'baby' was found acceptable, and only then was it added. In 1970 Virginia Slims sponsored a new 'women's-only' tennis tournament in Houston. Rosie Casals won the $7,500 prize money, beating Billie Jean King, Nancy Richey, and Australian Judy Tegart Dalton.