Toasting Removes Dangerous Irritants That Cause Irritation and Coughing
A young woman poses with a cigarette, the smoke wrapping around her sensuously. The text beneath her image reveals that she prefers Lucky Strike “because Toasting removes dangerous irritants that cause throat irritation and coughing.” This health claim was clearly unfounded, and in Lucky’s later ads a simple “it’s toasted” slogan was used to send the same message without making false claims. The woman’s revealing green dress is accented by a red capelet; both colors are reminiscent of the Lucky Strike carton, demonstrating one of the ways a woman might make the pack match her outfit; Lucky Strike was concerned that the green color of their packs would push away female clients, because green clashed with the fashionable colors at the time. In the mid-to-late 1930s, Lucky Strike went to tremendous lengths to promote green as a fashionable color in order to attract more women to the brand.
Cough, Female, Irritation, Throat, Toasted
