Date: 1932
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: woman, female, Helen Twelvetrees, movie star, actress, glamour, sophisticated, toasted, health
Quote: Certainly I am on the Lucky list. Last summer, while camping in the high Sierras, I hike six miles to get my supply of Lucky Strikes. I swore off harsh irritants when the talkies first startedand I've smoked LUCKY STRIKES ever since., She loves to climb mountainswhere even the goats have to wear skid chains.

Comment: This advertisement features a celebrity testimonial from starlet Helen Twelvetrees. The ad highlights the gentle and healthful aspects of Lucky Strike cigarettes by casting Helen as active climbing mountains and hiking in the high Sierras and by emphasizing her decision to avoid harsh irritants for her talkie films. The ad makes sure to mention that they did not compensate Miss Twelvetrees for the testimonial. However, the ad doubles as publicity for her new film, Panama Flo, as well as for her production company RKO-Pathe. Movie companies often made deals with tobacco advertisers which allowed their stars to be featured in ads for free if the ad would publicize the star s newest movie. Therefore, her lack of compensation is not indicative of a true sponsorship of the product.

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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