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American Tobacco

Lucky Strike Advertising, 1917 Through January, 1964

Date: Jul 1965
Length: 66 pages
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10004026
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Report
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(set 3) 1
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23 Nov 1998
01 Feb 2002
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12945409
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ATX05 0259738/ATX05 0259803

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Page 1: aaf41a00
LUCKY STRIKE ADVERTISING 1917 through January, 1964 July, 1965
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INDEX Page It's Toasted I Guarantee I Food Conservation Series 3 15,000,000 Lucky Strikes A Day -- And Growing 4 In a new size package 5 A "Lucky Strike" 5 To win new friends 5 Because it's Toasted 6 "BXTRAS" campaign 6 It's toasted - Your Throat Protection 7 Precious Voice 7 "Double Testimonial" campaign 9 "Doctors and Famous Personalities" campaign 10 Folks are writing us 12 "No Throat Irritation.- No Cough" Testimonials 13 The Cream of the Tobacco Crop 13 "Testimonial Frame" series 15 They all agree: 16 An Ancient prejudice has been removed 18 Reach for a Lucky - instead of a sweet 18 Avoid that future shadow 22 20,679 Physicians 22 Happy Go Luckies 23 Distinguished men campaign 24
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Index (continued) Page Sunshine mellows - heat purifies 24 Consider your Adam's Apple 25 Cellophane wrapper 25 Beware of Irritation 26 Oh! You LUCKY Tab 26 Cream of the Crop 27 O.K. - America 27 Do you inhale 28 Nature in the raw is seldom mild 29 Short slogans 29 So round and pure and fully packed 30 The height of good taste 30 Best friend 31. No thanks campaign 33. Taste better campaign 31 Easy on the throat 31. A light smoke 32 Your Lucky Strike sweepstakes 32 Guard that throat campaign and precious voice campaign 33 Testimonials on preference of professional persons and artists 34 Tobacco experts 35 ii
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Index (continued) Paoe Have you tried a Lucky lately 35 Uncle Sam 36 Toasting process 36 Luckies fine tobacco means less nicotine 37 Guarantee 38, 44 Tobacco experts - Luckies pay more campaign 39 Fine Tobacco 39 Lucky Strike Green has gone to war 40 The best tunes of all go to Carnegie Hall 40 Romance of fine tobacco 40 Smoke a Lucky to feel your level best 42 Research 42 There is never a rough puff in a Lucky 45 Be Happy Go Lucky 45 Lucky Strike is milder than any other principal brand 46 Luckies Taste Better 46 Facts not claims 47 Tear and Compare 48 College Survey 50 Nothing: No, Nothing beats better taste: 50 All a Matter of Taste 51 It's Toasted 52 First in cigarette research 53 It's light-up time 54 111
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Index (continued) Peae Best tasting cigarette you ever smoked 54 Light up a light smoke 55 Honest Taste 55 Remember How Great 57 °Quality" campaign 58 Lucky Puffers 58 Get Lucky 56 Crazy Questions 59 Lucky Strike separates the men from the boys ... but not from the girls 59 Tobacco is our middle name 60 Fine Tobacco at its Best 60 iv
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It's Toasted (1917-1921)• Semole coov - ... the tobacco -- it's toasted; and doesn't that give it a flavor though? Well, vou know! . ... Until we went back to the toasting fork and the old kitchen stove, to the simple idea of hot buttered toast, a ready-made Burley cigarette wasn't possible. The Burley flavor didn't hold. But now it does. ... It's toasted -- the result is delicious, full of flavor. Keep thinking of that hot buttered toast -- and try a Lucky Strike cigarette today. "Guaranteed by /s/ The American Tobacco Co. Incorporated." * All ads in the "It's toasted" campaign used the "It's Toasted" phrase. The guarantee was the headline in some advertisements, e.g., The Buffalo Evening Times, March 21, 1917 and the Montgomery Journal, March 23, 1920. The guarantee read as follows: "If these cigarettes are not in perfect condition, or if they are not entirely satisfactory in every way, return the package and as many of the cigarettes as you have not smoked, to your dealer and he will refund your money. /s/ The American Tobacco Co. Incorporated." 1
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Sample conv - ". 'It's toasted' -- that makes you want to try one, quick. And the sooner you do the sooner you'll make a life contract with Lucky Strike, the real Burley cigarette." Sample copy - "Delicious steak "'Toasted' "yes Sir• "The way you like it, exactly -- thick, savory -- butter melting on top; .... You wouldn't want it raw, would you? Qer-tain-lv NOT:" Sample copy - "Here's a NEW creation "LUCKY STRIKE "The real Burley cigarette" Sample coov - "Toasted Tobacco. The only big advance in 20 years in cigarette making" Sample co,nw -"Pipe smokers tell us it's the first cigarette that ever satisfied them. It's just like a short, convenient pipe smoke ..." Sample couv - "Now you know exactly why we toast the tobacco -- to improve flavor and seal it in." Sample coov - "LUCKY STRIKE CIGARETTE "It's toasted "Broiled Steak "Toasted Lucky Strike "Cooking makes them both delicious" 2
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$am,ole coov - "You pay fifteen cents for twenty Lucky Strikes. You get the real Burley cigarette for the lowest possible price, because of the enormous business done in Lucky Strike Cigarettes. 25,000,000 a day and growing." Samole coov - "Open your package this way ... Tear off only part of the top ... SAVE the TIN-FOIL from Lucky Strike Cigarettes and give it to the Red Cross. 'It's toasted'" Sample coov - "It's toasted "off to the theatre "on the way, 3ight a Lucky Strike, the real Burley cigarette . . . Food Conservation Series (August-December, 1918)* Sample coov - "Eat lots of new GREEN CORN "Think how much flavor cooking puts into corn. And it's the same with tobacco - cooking gives it flavor. Try Lucky Strike Cigarette - it's toasted." * All ads in this campaign had the Guarantee referred to suTra. 3
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LU;ple coov - "More FISH Less Meat "Cooking performs miracles for raw foods -- and for raw tobacco . . ." 15_OOQ..OOO.Luckv Strike Ciaarettes a Day -- And Growina:~1~I'7=rql$j~- Sartnle Coy.y - "Everv dAy we are producing 15,000,000 LUCKY STRIKE Cigarettes, in order to satisfy the smokers of the Fggj Burley cigarette. "Such a remarkable success in one year proves that smokers wanted the real Burley cigarette; that they wanted LUCKY STRIKE. And they like it because 'it's toasted,'" `~a~ple coov - "15,000,000 LUCKY STRIKE CIGARETTES A DAY" * The Ads in this series, and there were apparently very few of them, contained the Guarantee referred to sUasa• a
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In a new gk o (1920-1921)* Samele coov - Kin a new size package "10 for 10 cts "Try them -- dealers now carry both sizes .. A "Lucky Strike" (1920-1921)*+ Samnle coov - "One of those 20-ft. putts. Down in four. A lucky strike, all right! "When we discovered the toasting process six years ago, it was a lucky strike for us ..." Samnle cony - "You remember Ben Franklin and his key. "The lightning helped him invent electricity! A lucky strike for him: ... T_o wi2~w {riends (1924)*** Sample h d and coov - "100 Lucky Strikes TAX FREE "C1eBnliness and Care in Manufacture 'Every Lucky Strike factory is a model of sanitation. Read how Alfred W. McCann, the noted food expert describes ~* Ads in this campaign had the Guarantee referred to suora. ** All ads in this Campaign had the Guarantee referred to suTra. *** Ads in this Campaign had the Guarantee referred to suora. 5

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