Lucky Strike Cigarettes

Lucky Strike - "It's Toasted"

The secret which made Lucky Strike the best selling cigarette brand in the USA, back in the 1930s was related to their motto - "It's toasted". At that time, people made a difference between sun-dried tobacco and roasted tobacco; the latter was believed to render a better, more enriched taste.

Lucky Strike cigarettes, or Luckies, as they called them, were sold on the assumption that a well-controlled drying process influences the quality of the final product, especially if that process is standardized. Even if this assumption is questionable, it renders a truth: a standardized process ensures a similar taste for the cigarette one year after another, regardless of the environmental or geographical conditions involved in the process.

Due to this standardization, Lucky Strike cigarettes become one of the most enjoyed brands in America and worldwide, and it was precisely the same fact that created a tradition which still lasts today: the tradition of one single taste. This brand hasn't modified much the original formula, even if they had to obey various laws concerning tobacco selling (which only proves the quality of the original formula). In fact, they kept it all the same. Here's how:

• Similar taste anywhere on the globe. If you travel to Japan, to US, or Canada, and buy a pack of Luckies, you get exactly the same flavor. This is rather rare, because the same thing cannot be said about other worldwide products like Coca Cola or McDonalds.
• Similar brand. Lucky Strike is all about one image (the original reds) and manufacturers do their best to preserve this image in detail. Nothing important has been changed in the design of the package for decades now, even if the company suffered major facelifts during this time.
• The same principle. From a female in Denmark, back in the 70s, to a man in contemporary Shanghai, they all enjoy exactly the same tagline and branding principle.