History of the Lucky Strike brand began in the nineteen century. In 1871, the R.A. Patterson company recorded it for sale. Originally Lucky Strike cigarettes represented pressed tobacco.
In 1905, Lucky Strike cigarette brand was acquired by American Tobacco Company. Marketers had placed their bets on a suitable name that corresponded fully to the spirit of that time. In 1916, the company began to produce cigarettes, and a year later, it applied truly innovative method of preparation of tobacco in order to forestall their competitors. Lucky Strike manufacturers have gone further and started to fry tobacco leaves. Thus, it was the reaction of caramelization in the leaves during processing. Tobacco became not only fragrant, but also acquired the chocolate and coffee flavor.
Since there were a large variety of cigarette brands, especially created for men, the tobacco company decided to “work” with the women. The company selected green color for the Lucky Strike carton pack – a color that is especially popular among American women. In order to promote the cigarette brand, the company decided to use Hollywood female stars in advertising of cigarettes. In 1929, the manufacturers of Lucky Strike organized the feminist parade “Torch of Freedom”, where women were coming along the main streets of New York, proudly holding the green cigarette pack over their heads.
Lucky Strike gained the lead, being ahead of Camel brand, and took almost 40% of the U.S. market.
When World War II began, Lucky Strike changed the design of the pack – red and white instead of green. Lucky Strike producers claimed that they had changed color because the green paint contains copper that is in great demand among military men. However, it was the last powerful advertising success of the brand. No experiments with color package or innovations with package have not helped revive Lucky Strike.
From first days of its existence, the cigarette brand effectively exploited wandering spirit and sense of adventure. But in spite of all efforts, Camel cigarettes failed to win the competition.
In 1999 RJ Reynolds sold Camel brand to Japanese company Japan Tobacco. Advertisers decided that only urgent and serious re-branding can save Camel brand. The stake was made on the refined taste and a long history of the brand. In course of time, the design of the pack became more restrained, until it turned into a one-color pack with a camel picture in the centre of it.
In general, Camel is trying to keep up with modern men and pretend to be a luxury brand of premium class.