In 1917 Lucky Strike packs began to appear with "It's toasted" emblazoned on the packaging. This was not the first time Lucky Strike's advertising sailed close to the wind. If Lucky Strikes "went to war," it was with Camel and Chesterfield, the two other major brands of that era who were looking to grab and hold market share. The term hadn't been invented yet, this was spin doctoring at its finest. The overseas conflict merely presented Lucky Strike with an unparalleled marketing opportunity to tie its redesign to the war effort, thus allowing them to reap the benefits of feigned patriotism. The decision to redesign the product's look was simply a business choice and would have been made war or no war. Studies had shown women (who were then taking up smoking in appreciable numbers) didn't like the green package, and it was also becoming increasingly less popular with men. They announced that the copper-based green paint they supposedly had been using in their labels was being saved for the war effort, but Luckies' real impetus was profit and something new: "modern" design. Lucky Strike Means Fine Tobacco" imitating Morse code, Luckies increased its sales 40 percent. Lettering and cryptic legend "L.S./M.F.T. With a clean white pack replacing the original green one, and its block Origins: "Lucky Strike Green Has Gone to War!" barked one of the most famous ad campaigns of the 1940s.
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