Date: 1933
Brand: Chesterfield
Manufacturer: Liggett & Myers Tobacco Company
Campaign: Mass Marketing Begins
Theme: Targeting Women
Keywords: Female, Mild, Christmas, Holidays
Quote: When choosing cigarettes for others, you can set no standard higher than Chesterfield's ownto give smokers what matters most: MILDNESS

Comment: This beautiful woman, dressed in a white fur coat with matching white hat and gloves is purity incarnate. Her purity reflects on the cigarettes, which are advertised as made of tobacco leaves with wholesome purity. She carries boxes upon boxes of Chesterfield cigarette cartons, wrapped up as gifts for friends and loved ones. The shape of the box is distinctive, providing an air of mystery without allowing the consumer to doubt what the gifts contain.

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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