Date: 1929
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: Rosalie Nelson, poster girl, flapper, woman, female, toasted, health
Quote: I'm a 'Lucky Girl' because I've found a new way to keep my figure trim. Whenever the desire for a sweet tempts me, I light up a Lucky Strike.

Comment: Pretty, sweet and young, Rosalie Adele Nelson was the original poster girl for Lucky Strike. She is the all-American girl the girl next door and this advertisement implies that Rosalie is all-American because she smokes Lucky Strike cigarettes. Every young woman looks at Rosalie and desires to be just as sweet and pretty, and the advertisement provides them with the impetus to smoke Lucky Strikes. This advertisement also speaks to the Reach for a Lucky instead of a Sweet campaign which began the prior year. Rosalie explains that she smokes a Lucky Strike whenever she is tempted by a sweet in order to keep her figure trim.

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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