Lucky Strike: The Story of Marketing Pioneers

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Nowadays, when we hear about a marketing and advertising campaign , one of the first concepts that comes to mind is something "new and shocking." The campaign must certainly be shocking so that it catches our attention at first, or else, introduces a concept, a preference or a need into our subconscious that, without knowing it, makes us have in our mind, or at least present, what has been promoted to us.

The other concept is the "novel" one, but, in reality, marketing campaigns are not something that has been worked on in recent years. Perhaps it was not classified as such, but for many years, marketing strategies have been used to attract a greater number of clients and increase sales.

One of the examples that I learned about while studying journalism , in one of the first years of my degree, was the campaign that Lucky Strike, the famous tobacco brand, prepared based on colors.

Lucky Strike was already a famous pioneer in communication, and in 1928 there was already "The Lucky Strike Dance Hour", a musical space within NBC sponsored by the brand, where between songs they talked about the main personalities of that time (actors, singers,...) who smoked that brand of tobacco, even making references to Gary Cooper himself.

Lucky, from this space, began its most important campaigns such as the slogan "Reach for a Lucky instead of a sweet" , treating tobacco as something good for the figure, something unthinkable these days.

Lucky was a huge success in society in those years , but it was in the 1930s when the female sector began to opt for other brands by creating new formats of cigarette packs designed for them. It was with this all phone number in cambodia situation that Lucky embarked on possibly one of its riskiest marketing strategies, all directed by the pioneering and renowned PR man Edward Bernays , who proposed to several designers and different magazines to create a certain trend towards the colour green (the colour of the brand, both the logo and the pack, in those years of Lucky).

This idea was so successful that in 1934, the Green Ball was even held , a gala ball in New York that brought together the wealthiest and most reputable families, all of whom were required to be dressed in green, as were their appetizers, cocktails and the general decoration of the party itself.

The proposal was a success and the color green became fashionable and Lucky of course increased its sales by retaining and attracting consumers, especially the female sector.

Obviously, over the years this campaign fell into oblivion and Lucky had to reinvent itself again, so it finally decided to change the color of its logo back to the original. Using a perfect slogan and image to justify this change, relating it to the entry of the United States into World War II.

With the slogan "Lucky Strike has gone to war", Lucky thus manages to regain the sympathy of the Americans and thus win its own "personal" war at the brand level against the competition.

As we can see, marketing has been around for a long time, but it is amazing to see how creativity, originality and betting on original ideas were and continue to be the bases for carrying out any Marketing and Communication campaign.