Popular cigarette ad: "every inch a lady"
and "high performance ultra light cigarette"

Lucky Strike Cigarettes

Lucky Strike Cigarettes Filters

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The list of countries, where Lucky Strike cigarette brand is the most popular (in alphabetical order): Australia, Austria, Argentina, Belgium, Brazil, Canada, China, Czech, Denmark, Finland, France, Germany, Greece, Iceland, India, Ireland, Israel, Italy, Japan, Mexico, Moldova, Netherlands or Holland, Norway, Poland, Portugal, Romania, Russia, Turkey, Saudi Arabia, South Africa, South Korea, Spain, Sweden, Ukraine, United Kingdom or UK, United States of America or USA or U.S.

Lucky Strike cigarettes are manufactured in following countries: Argentina, Chile, Finland, France, Germany, Honduras, Italy, Japan, Mexico, Holland, South Korea, Spain, Switzerland, USA.

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Lucky Strike Cigarettes. Advertising in 1932

Lucky Strike Cigarettes. Advertising in 1932

Tobacco Cigs Brand Marketing News

Lucky Strike's nostalgia-appeal campaign in Argentina

We have referred to the mileage still being obtained from old-established brand names, and the ways in which advertising for these brands has sometimes used a nostalgia for earlier days as a creative appeal. A recent B. A. T. Group example of this comes from Argentina where Lucky Strike Filter was launched with the support of a film and press campaign which harked back nostalgically to the 1940 era. Edward Grant has given us Cia. Nobleza's marketing thinking behind the launch. The high price segment of the market was increasing steadily (from 12 to 23% of the market in three years), dominated by U. S. brands manufactured under license. Nobleza had not succeeded, with earlier attempts, to break into this category with a local brand. Indications were that an internationally known brand name was, if not essential, an attribute which would enhance the chances of success. The Lucky Strike name was selected by Nobleza, firstly because it was immediately available for local manufacture, and secondly because the name was seen to offer certain advantages which could be exploited. Lucky Strike had been on sale in Argentina in the late 1930's and the '40's' as an imported brand from the United States, and there was considerable residual awareness. But less appropriate was the residual image of Lucky Strike as a strong, regular size, non-filter cigarette... this when the basic requirements of the introductory campaign were to communicate filter cigarette superlength (l00mm) mildness a genuine international brand. The last point was well provided for; but the others were not aided by the brand's existing image. The initial intention was to advertise the new Lucky Strike with films (made for use in Hong Kong) which showed scenes of modern America, but research showed that these tended to generate negative associations rather than favorable ones. Nobleza's advertising agency, Ortiz, Scopesi & Ratto Qgilvy & Mather, came up with the idea of using clips from classic U. S. films of the 1940's. The idea was felt to have considerable merit. The international connotations were well conveyed: the era was one in which the Americans were unreservedly accepted as the ''good guys"; the open acceptance of the brine's past could turn a possible disadvantage (plain, strong and so on) into a positive part of the new brand's appeal. The current vogue for the era's clothing styles and for its personalities - like Humphrey Bogsar was seen as a distinct plus.


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