Mass Marketing Begins – img0529

Targeting Women

Mass Marketing Begins

1929

Lucky Strike

American Tobacco Company

Advertisement

Cigarette

To keep a slender figure no on can deny

Lucky Strike launched the “Reach for a Lucky instead of a sweet” campaign in 1928 in the hope of attracting more female customers. The campaign is said to have been inspired by the 1891 slogan “Reach for a Vegetable Instead of a Sweet,” which was used to advertise Lydia Pinkham’s Vegetable Compound to women. Lydia Pinkham is considered a pioneer in marketing to women, coining such slogans as “A Baby in Every Bottle.” Lucky Strike’s highly successful campaign was eventually derailed by threats of litigation from the candy industry. The tobacco industry later promoted “candy cigarettes.”

body image, Female, Health, Toasted, Weight, woman