Date: 1928
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: Amelia Earhart, pilot, aviator, woman, female, independence, weight, body image, health, toasted
Quote: Lucky Strike were the cigarettes carried on the friendship when she crossed the Atlantic.

Comment: This advertisement is among the earliest cigarette ads to feature endorsements from famous females. In 1927, Lucky Strike began collecting testimonials from female celebrity smokers, ranging from movie stars to celebrities. In this ad, Amelia Earhart (1897-1939), an early supporter of equal rights movements for women and best known for becoming the first woman to fly solo across the Atlantic Ocean, provides the endorsement for Lucky Strike.





Mass Marketing Begins

As the threat of tobacco prohibition from temperance unions settled down in the late 1920s, tobacco companies became bolder with their approach to targeting women through advertisements, openly targeting women in an attempt to broaden their market and increase sales. The late 1920s saw the beginnings of major mass marketing campaigns designed specifically to target women. Cigarette manufacturers have for a long time subtly suggested in some of their advertising that women smoked, a New York Times article from 1927 reveals. But Chesterfield s 1927 Blow some my way campaign was transparent to the public even at the time of printing, and soon after, the campaigns became less and less subtle. In 1928, Lucky Strike introduced its Cream of the Crop campaign, featuring celebrity testimonials from female smokers, and then followed with Reach for a Lucky Instead of a Sweet in 1929, designed to prey on female insecurities about weight and diet. As the decade turned, many cigarette brands came out of the woodwork and joined in on unabashedly targeting women by illustrating women smoking, rather than hinting at it.





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