![]() ![]() Sometimes small adjustments can make a big difference. The redesigned cigarette pack went to market and was an immediate success. Males found the bright red circle of the revised Lucky Strike pack pleasing, while females were drawn to its overall lightness and sophistication. And men gravitate to shades of color (where black is added to a pigment) while women perfer tints of color (where white is added to pigments). Generally speaking, men like bright colors and women pastels. When it comes to using color, marketers follow a simple yet important distinction between the sexes. By switching the predominantly green pack to white the product became more appealing to the ever-growing number of female smokers, who now saw a fresher, less masculine looking package. ![]() Lowey focused on three areas – he simplified the overall typography, enlarged the Lucky Strike logo and altered the colors. Lowey, known for his work with Studebaker, Exxon and Coca-Cola, accepted the challenge. “Someone told me that you could design a better pack,” Hill says, “and I don’t believe it.” Hill bet Lowey $50,000.00 ($845,000.00 in 2017 dollars) that he couldn’t do it. “Bon Appetit.” American Tobacco.In the spring of 1940 the president of American Tobacco, George Washington Hill, walked into the office of renowned industrial designer Raymond Lowey and set a pack of Lucky Strike cigarettes on his desk. The slogan is included on the side of the current packing of the Lucky Strike carton, which reads, “manufacture includes the Lucky Strike process, It's Toasted.”ġ. An internal industry document reveals a mock-up ad featuring two boxes of Lucky Strike popping out of a toaster under the header “Bon Appetit: It’s Toasted to Taste Better” (2).Ĭlearly, the slogan has an elasticity of message which has allowed Lucky Strike to make health claims whenever convenient or beneficial. Your throat protection – against irritation – against cough.” But by 1955 they were back in the flavor realm, with “It’s toasted to taste better!” In 1970, Lucky Strike was again considering ad copy which would compare its toasted cigarettes to delicious toast. While the earliest “It’s toasted” ads had boasted great taste, by 1927, Lucky had changed the meaning of the slogan to throat protection: “It’s toasted. The following year, Lucky Strike continued with the comparison to delicious cuisine, capitalizing on the American public’s preoccupation with the WWI shortage on food indeed, in 1918, Lucky introduced its “food conservation series” of ads, which provided consumers with advice such as “More Vegetables Less Meat,” “Eat More Corn,” and “Cheese OK’d by Food Administration.” These guidelines followed FDA recommendations on the wartime food shortage in order to legitimize the purchase of Lucky Strike cigarettes. The meaning of the message was elastic - it was at some times used to indicate better taste, while at others to indicate less throat irritation.įirst used in 1917 on an ad entitled, “Do you like good toast?” the slogan was meant to intone delicious flavor: “Toasting Burley holds the flavor, and helps it… Remember– it’s toasted! Like hot buttered toast.” Perhaps this comparison to toasting and coked food allowed Lucky Strike to position itself as a sterilized cigarette, free of disease such as tuberculosis. The slogan, still included in small text on Lucky Strike cartons today, has been included in a variety of Lucky Strike campaigns over the decades, ranging from “Cream of the Crop” (1928-1934) to “Fat Shadow” (1929-1930) to throat referrals (1927-1937). Purported to “remove harmful corrosive acids (pungent irritants)” and to “sterilize” tobacco, this process of curing tobacco did not in fact differ widely from methods of other manufacturers. “It’s toasted” referred to the process of heat curing tobacco leaf as opposed to simply sun drying. The American Tobacco Company began using the slogan “It’s Toasted” for Lucky Strike cigarettes in 1917. ![]()
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