Lucky Strike

Lucky Strike is the brand name of a type of cigarette of British American Tobacco (BAT ), the world's second largest tobacco company. In the United States cigarettes are sold under this name since 1917. For Germany, known from the occupation filterless Lucky Strike have been produced since 1960 by BAT, the introduction of Lucky Strike Filters in 1989. In 2005, the brand achieved a total market share of 5.6 %. The smoke a Lucky Strike Original Red- cigarette contains on average 10 mg tar, 0.8 mg nicotine and 10 mg of carbon monoxide.

  • 4.1 USA
  • 4.2 Germany
  • 4.3 perspectives

History of the brand name

Literally, Lucky Strike "Lucky Strike ". First, this name stood for a smokeless tobacco manufacturer RA Patterson of Richmond, Virginia (USA). On the pack a fine in the sky hammer was depicted as a symbol of the discovery of a gold -digger, a lucky hit. The brand name exists as a registered trademark since 1871. Under this name in 1916 filterless finished cigarettes were introduced, which reached eleven per cent market share within a year and around 40 percent were at the head of the U.S. market in the 1930s. Due to the high market share was Lucky Strike in Germany immediately after 1945 in the context of black market cigarettes and currency as a synonym, as a generic term for American cigarettes per se, although there were other brands.

Products

The product family of Lucky Strike is divided ( without additives ) into the two original lines ( with additives) and straight. The widening designations Red, Blue, Dark and Bright is intended to describe the strength or the taste of cigarettes.

Lucky Strike without additives

In 2010, the "Lucky Strike Straight" were introduced, cigarettes without additives, which are available in the variants Straight Red ( full spice ), Straight Blue ( mild), Straight Dark (strong) and Straight Bright.

Package Design

When the Second World War the then green packaging was the manufacturer too expensive: Since the U.S. army needed green color in large quantities, they drifted through their demand the colors price up. However, it is claimed that this was only a pretext, and the company wanted to advertise with the new design women as customers. The box was relaunched in 1940 and received the well-known design by Raymond Loewy, who also introduced the design for the 1955 10 - had taken over and 26 -ounce versions of the 1916 -designed Coca-Cola Bottle - 12. In the Indian head it was the chief Wahunsonacock ( born in the 16th century), sold the land to tobacco growers. His daughter was the more famous Pocahontas. The slogan It's toasted describes the manufacturing process.

"LS / MFT " on the package means Lucky Strike Means Fine Tobacco.

To lead Because of the decided in the first decade of the 21st century in Germany the ban, " euphemism or misleading as healthy Performing " Terms on behalf of tobacco products, led Lucky Strike - like other tobacco brands - color differentiators instead of the previous designations such as "light " a, so that the name "Lucky Strike Red " was born. Later the name of "Lucky Strike Red" in "Lucky Strike Original Red" was changed.

The packaging design is currently simple: the "Lucky Strike " lettering on red, green or blue backgrounds, with three circles, the whole on a completely white box. Occasionally, for marketing purposes special editions like the " Lucky Times Edition", the "Black Edition ", the " White Edition ", the " Icon Edition", the "Beat Edition" or the "Neon Edition" with a different design brought to market, often accompanied by extensive advertising.

Advertising - Marketing

The advertising of Lucky Strike is generally kept simple. Most of the same background is used and only the changed on the image to be recognized cigarette. The admen of Lucky Strike were often honored for their achievements in the field of advertising.

" Loewy's redesign for the Lucky Strike package is a textbook example of the redesign. The altered white basic color can pack and contents appear clean, the contrast with the colors red and black highlights the emblem more apparent. The typography gives the appearance of new clarity. The symmetry of the front and back is not only good design but is applying the mark twice. The Lucky Strike pack with double marked plate is one of the most efficient invention in product advertising. "

USA

Lucky Strike was the first in 1927 (cigarette) company that started well-known women in their advertisement. 1928 Lucky Strike was advertised as candy substitute: " Reach for a Lucky instead of a sweet. " On Easter Parade 1929 in New York City ten women were hired to be a Lucky Strike as "torches of freedom" (German: " torches of freedom " ) to light. Even the women should smoking tobacco be made ​​palatable to tap into new consumer groups for the manufacturer. Coincided this in an emancipatory optimism of the women.

Germany

BAT has launched its brand Lucky Strike with the launch in Germany in 1989 an elaborate publicity campaign, working with today. Since cigarette advertising is banned on radio, TV and Internet in Germany, form posters and print media, the focus of the campaign: The box itself is the main character; a Short Story (A word to a sentence ) is the headline. Within this framework, the content will be varied endlessly. The punch lines here are based often on current affairs.

After a great Raymond Loewy exhibition in Berlin in 1990, which was sponsored by the cigarette brand Lucky Strike the BAT cigarettes GmbH, originated in Germany, the " Raymond Loewy Foundation". Your goal is to remember the life and work of the designer Raymond Loewy and to give the design the public the importance they deserve him. Similar foundations were later established in other countries. The Raymond Loewy Foundation serves the BAT Group as an integral part of brand and PR strategy of "Lucky Strike".

The Group has launched a provocative advertising in Germany some public figures on the plan. So complained Ernst August of Hanover and Dieter Bohlen against the Group.

Perspectives

To escape the increasingly restrictive advertising restrictions, the trend in cigarette marketing in general then, more to separate brand name and logo of cigarettes and tobacco smoking and other innocuous products and services ( such as travel) be assigned. So it was under the name Lucky Strike an online shop where products were sold exclusively without reference to tobacco smoking. The shop owner was the Lucky Strike original GmbH in Hamburg, a subsidiary of British American Tobacco.

" ... Europe remains an important target market for the tobacco industry. There are countless examples of clever marketing. British American Tobacco (BAT ) opened in Amsterdam a chain of tobacco shops called " Lucky Strike ", which focus on the market segment of 18-25 year-olds. In addition to tobacco products and accessories, the stores also sell magazines, newspapers, drinks and edibles. It also offers a relaxation area with music and free coffee. When the Amsterdam shops have success, the concept is extended internationally. ... "

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