Date: 1929
Brand: Lucky Strike
Manufacturer: American Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: Women, female, liberation, equality, independence, social acceptance, toasted, health
Quote: Legally, politically, and socially woman has been emancipated from those chains which bound her. American intelligence has exploded the ridiculous theory that forced the stigma of inferiority upon a sex., Gone is that ancient prejudice against cigarettesProgress has been made.

Comment: This ad capitalizes on women s liberation movements to present Lucky Strikes as modern and politically correct. The advertisement juxtaposes the removal of a prejudice against women and an unrelated removal of prejudice against cigarettes due to Lucky Strike s toasting method. Made to resemble a news story, the copy does not match the headline whatsoever. The ad was illustrated by famous cartoonist Winsor McCay (1869-1934).

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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