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It's Toasted
Lucky Strike · 1917
- Campaign
- It's Toasted
Analysis
The ad introduces Lucky Strike cigarettes with a large package illustration. The toasted claim gives the manufacturing process a simple selling phrase.
process claimpackage displayrepetition
Why it worked
The short phrase makes a production step sound distinctive. The package helps shoppers connect the claim to the product.
Lesson
Give a production detail a clear name, but support the claim with evidence.
Image source
Public domain (copyright term expired, as stated by the source).
Shown for study and commentary. Not affiliated with or endorsed by Lucky Strike.