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When Bernays suggested changing the package to a neutral color, George Washington Hill , head of the American Tobacco Company , refused, saying that he had already spent millions advertising the package.
Bernays then endeavored to make green a fashionable color. The pretext for the ball and its unnamed underwriter was that proceeds would go to charity.
Famous society women would attend wearing green dresses. Manufacturers and retailers of clothing and accessories were advised of the excitement growing around the color green.
Intellectuals were enlisted to give highbrow talks on the theme of green. Before the ball had actually taken place, newspapers and magazines encouraged in various ways by Bernays's office had latched on to the idea that green was all the rage.
The company's advertising campaigns generally featured a theme that stressed the quality of the tobacco purchased at auction for use in making Lucky Strike cigarettes and claimed that the higher quality tobacco resulted in a cigarette with better flavor.
American engaged in a series of advertisements using Hollywood actors as endorsers of Lucky Strike, including testimonials from Douglas Fairbanks , concerning the cigarette's flavor, often described as delicious due to the tobacco being toasted.
The brand's signature dark-green pack was changed to white in In a famous advertising campaign that used the slogan "Lucky Strike Green has gone to war", the company claimed the change was made because the copper used in the green color was needed for World War II.
A limited supply of each was available, and substitute materials made the package look drab. The white package actually was introduced to modernize the label and to increase the appeal of the package among female smokers; market studies showed that the green package was not found attractive by women, who had become important consumers of tobacco products.
The war effort became a convenient way to make the product more marketable while appearing patriotic at the same time.
Loewy changed the background from green to white, making it more attractive to women, as well as cutting printing costs by eliminating the need for green dye.
He also placed the Lucky Strike target logo on both sides of the package, a move that increased both visibility and sales. Hill paid off the bet.
The message "L. Each C ration of the time included, among other items, nine cigarettes of varying brands because at the time, top military brass thought that tobacco was essential to the morale of soldiers fighting on the front lines.
The practice of including cigarettes in field rations continued during the Korean and Vietnam Wars, ending around or with the growing knowledge that smoking caused various kinds of health problems.
In the s, filtered styles were launched in addition to a mentholated version called "Lucky Strike Green".
This time "Green" was referring to menthol and not to the overall package color. However, Lucky Strike continued to have marketing and distribution support in territories controlled by BAT as a global brand.
In addition, R. Reynolds continues to market the original, nonfilter Lucky Strikes in the United States. Lucky Strike currently has a small base of smokers.
In , a new packaging of Lucky Strikes was released, with a two-way opening which split seven cigarettes from the rest. In the same year, the company used the world's smallest man, He Pingping , in their ad campaigns.
In , Lucky Strike Silver the brand marketed as lighter changed their UK packs from the quintessential red design to blue, albeit with a red teaser outer covering the packet.
In consumption of Lucky Strikes stood at 33 billion packets, up from 23 billion in The television series Mad Men , which featured Lucky Strike as a major client of the advertising firm Sterling Cooper and the cigarette of choice of Don Draper , was credited with inspiring the massive jump in sales.
The cars, driven by Neville Lederle and Dave Charlton , were some of the first to be sponsored by a major tobacco company after the Lotus Team got sponsored by Gold Leaf in , and Marlboro started sponsoring British Racing Motors in and later McLaren in The company acquired Formula 1 's Tyrrell Racing team in and rebranded it as British American Racing the following year, sponsoring the team with its Lucky Strike and stablemate brands.
However, the FIA blocked the move, and the team were forced to run two similar liveries. They opted to have the Lucky Strike livery on the left hand side of the car and the livery on the right hand side, with a zip going up in the middle of the nose.
From on, the team solely used Lucky Strike branding. The team was bought outright by partners Honda by , though Lucky Strike continued to sponsor the team until the end of that year.
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