Lucky Strike

Lucky Strike is an American cigarette brand whose history extends from nineteenth-century chewing tobacco to one of the best-known cigarette names of the twentieth century. R. A. Patterson introduced the brand in Richmond, Virginia, in 1871 as a cut-plug chewing tobacco. The name evoked the prosperity and excitement associated with the era's gold rushes and was intended to suggest a superior tobacco blend. The brand later moved into cigarettes and was acquired by the American Tobacco Company in 1905. Lucky Strike became particularly prominent after introducing the advertising phrase “It’s Toasted” in 1917. The slogan emphasized the company's method of heating or toasting tobacco rather than relying solely on sun-drying, presenting the process as a source of distinctive flavor. During the 1920s and 1930s, the brand built a large national advertising presence through radio, celebrity endorsements, aviation associations, and campaigns directed at women. Amelia Earhart endorsed Lucky Strike in 1928, and entertainers including Al Jolson and numerous Hollywood actors appeared in later promotions. A “Reach for a Lucky instead of a sweet” campaign positioned cigarettes as an alternative to confectionery, linking the brand to period ideals about slenderness and body image. The brand's packaging and visual identity also became central to its development. Lucky Strike was long associated with a dark green package carrying a red target or bullseye. In 1942, the package changed to white in a campaign claiming that “Lucky Strike Green has gone to war.” The stated explanation connected the change to wartime material shortages, although the redesign also reduced printing costs and was intended to make the package more appealing to women. Industrial designer Raymond Loewy placed the bullseye on both sides of the pack, improving its visibility. The package subsequently became one of the most recognizable designs in consumer branding. Lucky Strike was heavily promoted through radio. Its associations included B. A. Rolfe and his Lucky Strike Orchestra, the tobacco-themed program Your Hit Parade, and The Jack Benny Program, which was also presented as The Lucky Strike Program. The company used the phrase “L.S./M.F.T.”, meaning “Lucky Strike means fine tobacco,” as part of its packaging and communications. During the Second World War, Lucky Strike cigarettes were included in American military C-rations, reinforcing the brand's visibility among service members, although the inclusion of cigarettes in military rations later ended as evidence of smoking-related health risks accumulated. After the Second World War, the brand expanded its product range with filtered cigarettes and a menthol variety called Lucky Strike Green. Ownership and distribution rights changed over time. Brown & Williamson obtained export rights in 1978 and United States rights in 1994. Following the acquisition of American Tobacco by British American Tobacco, Lucky Strike became part of BAT's international brand portfolio. In North America, some traditional and reintroduced products have been marketed by R.J. Reynolds, while BAT continues to support the brand in markets under its control. Lucky Strike has also been prominent in motorsport. It sponsored the Scuderia Scribante Formula One effort in the early 1970s, later became associated with British American Racing after BAT acquired Tyrrell, and sponsored Suzuki in motorcycle racing. Its sponsorship of Kevin Schwantz's Suzuki helped connect the name with the 1993 500cc motorcycle world championship. Tobacco advertising restrictions led to alternative slogans, altered graphics, and partially obscured branding at races where direct cigarette promotion was prohibited. The brand remains active but is no longer as dominant in the United States as it was during its mid-century peak. Products and availability vary by market, and some North American varieties were discontinued in 2006 before filtered full-flavor, light, and menth…

Lucky Strike began in 1871 when R. A. Patterson introduced it in Richmond, Virginia, as cut-plug chewing tobacco. The product was tobacco bound with molasses, and its name was designed to convey the promise of finding a valuable or exceptional blend. By the early twentieth century the brand had entered the cigarette market. The American Tobacco Company acquired the business in 1905, giving Lucky Strike access to a much larger manufacturing and distribution system. The brand's first major modern marketing breakthrough came in 1917 with the “It’s Toasted” slogan. Lucky Strike presented the heating of tobacco as an important manufacturing distinction and used the claim to compete on flavor and perceived quality. In the 1920s, radio became an important channel. The brand sponsored or was associated with musical and variety programming, including B. A. Rolfe's Lucky Strike Orchestra. Amelia Earhart's 1928 endorsement extended the brand into aviation and modern celebrity culture. During the late 1920s and 1930s, Lucky Strike used advertising to reach women and to associate smoking with weight control. The “Reach for a Lucky instead of a sweet” campaign helped transform the cigarette into a lifestyle product rather than merely a tobacco commodity. Advertising also used Hollywood performers, including Al Jolson and a group of highly paid film stars. In 1935, American Tobacco sponsored Your Hit Parade, whose tobacco-auction format and “Sold, American” sign-off made the brand part of popular radio culture. The company also employed public-relations techniques to address criticism of its green-and-red pack. Edward Bernays helped promote green as a fashionable color, culminating in a 1934 Green Ball at the Waldorf Astoria. The Second World War produced a decisive packaging change. In 1942, Lucky Strike replaced its green pack with a white design and promoted the change through the patriotic message “Lucky Strike Green has gone to war.” The official explanation referred to wartime restrictions on materials, while the redesign also benefited from lower printing costs and market research suggesting stronger appeal among women. Raymond Loewy revised the package and put the target emblem on both sides. The result became an enduring visual identity. Lucky Strike was also distributed in American C-rations and remained visible in military life through the era when cigarettes were routinely treated as a morale item. The postwar period brought product diversification. Filtered cigarettes appeared alongside traditional unfiltered products, and the brand introduced a mentholated “Green” variant. Lucky Strike continued to rely on advertising, radio, television, celebrity associations, and later sports sponsorship. It supported the Scuderia Scribante Formula One effort from 1972 to 1975 and returned to Formula One through British American Racing after BAT acquired Tyrrell in 1997. It also sponsored Suzuki in motorcycle racing, including the championship-winning 1993 season of Kevin Schwantz. Corporate control and distribution became increasingly market-specific. Brown & Williamson acquired export rights in 1978 and U.S. rights in 1994. BAT's acquisition of American Tobacco placed the brand within BAT's global system, while R.J. Reynolds continued to market certain U.S. products. In the 2000s, BAT used new package formats and international marketing, including a two-way-opening pack introduced in 2007. Tobacco advertising restrictions required alternative visual treatments and slogans in motorsport. Several mainstream North American varieties were discontinued in late 2006, but the brand remained available internationally and retained a smaller U.S. following. Filtered full-flavor, light, and menthol products returned to the U.S. market in December 2020. Lucky Strike is therefore best understood as an active heritage brand with different owners, licensees, products, and legal restrictions across markets. Its long-term significance comes from the combination of tobacco-brand innovation, packaging design, mass advertising, celebrity culture, and sports sponsorship.

• 2020

  U.S. filtered varieties reintroduced

  [1]Lucky Strikeen.wikipedia.org

  Filtered full-flavor, light, and menthol varieties returned to the U.S. market.

• 2007

  Two-way-opening pack launched

  [1]Lucky Strikeen.wikipedia.org

  A package divided seven cigarettes from the remainder and was introduced as a new format.

• 1997

  BAT acquires Tyrrell Racing

  [1]Lucky Strikeen.wikipedia.org

  BAT acquired Tyrrell and rebranded it as British American Racing, creating a new Formula One platform for Lucky Strike sponsorship.

• 1993

  Suzuki wins the 500cc motorcycle world championship

  [1]Lucky Strikeen.wikipedia.org

  Kevin Schwantz won the championship on a Lucky Strike-sponsored Suzuki RGV500.

• 1972

  First major Formula One sponsorship

  [1]Lucky Strikeen.wikipedia.org

  Lucky Strike sponsored the Scuderia Scribante effort through its 1975 withdrawal.

• 1942

  White package introduced

  [1]Lucky Strikeen.wikipedia.org

  Raymond Loewy redesigned the pack with a white background and a bullseye on both sides.

• 1934

  Green Ball publicity campaign

  [1]Lucky Strikeen.wikipedia.org

  A public-relations campaign promoted green as a fashionable color while defending the existing package design.

• 1928

  Amelia Earhart endorsement

  [1]Lucky Strikeen.wikipedia.org

  Amelia Earhart appeared in Lucky Strike advertising tied to her transatlantic aviation profile.

• 1917

  “It’s Toasted” introduced

  [1]Lucky Strikeen.wikipedia.org

  Lucky Strike began promoting its tobacco-toasting process as a signature product attribute.

• 1905

  Acquisition by American Tobacco

  [1]Lucky Strikeen.wikipedia.org

  The American Tobacco Company acquired the company associated with the brand.

• 1871

  Brand introduced as chewing tobacco

  [1]Lucky Strikeen.wikipedia.org

  R. A. Patterson launched Lucky Strike in Richmond, Virginia, as cut-plug chewing tobacco.

A heritage cigarette brand positioned around traditional tobacco flavor, toasted-tobacco manufacturing, recognizable packaging, and historical cultural associations.

• Unfiltered or full-flavor cigarette

  Lucky Strike Original Red

  The traditional red-associated Lucky Strike expression, linked to the brand's historic full-flavor identity and bullseye packaging. Exact formulation, filtration, and availability vary by market.

• Lower-intensity cigarette

  Lucky Strike Silver

  A lighter-positioned Lucky Strike variant sold in selected markets. Its packaging and naming have changed over time, including a blue pack treatment in the United Kingdom.

• Menthol cigarette

  Lucky Strike Green

  The “Green” designation was used for a mentholated Lucky Strike variety, distinct from the historical green color of the original pack. Availability depends on local regulation and distribution.

• Filtered cigarette

  Lucky Strike Filtered

  A family of filtered Lucky Strike cigarettes, including full-flavor and light variants. Several North American versions were discontinued in 2006 and later reintroduced in 2020.

• 1998British American Racing sponsorship

  International

  Following BAT's acquisition of Tyrrell, Lucky Strike became a principal identity of British American Racing. Tobacco restrictions led to substitute slogans and altered logos at some events.

  Outcome. Re-established Lucky Strike as a prominent international motorsport brand until the sponsorship ended after 2006.

  Source
• 1990Lucky Strike Suzuki MotoGP sponsorship

  International

  The brand sponsored Suzuki's premier-class motorcycle racing team during the 1990s.

  Outcome. Built a strong association with motorcycle racing and Kevin Schwantz's 1993 championship.

  Source
• 1972Lucky Strike Racing

  South Africa · France · United Kingdom · Germany

  Lucky Strike sponsored the Scuderia Scribante Formula One operation, including entries associated with Neville Lederle and Dave Charlton.

  Outcome. Made the brand an early major tobacco sponsor in Formula One.

  Source
• 1942Lucky Strike Green has gone to war

  United States

  The white-package redesign was framed as a patriotic wartime response to material shortages.

  Outcome. Created the enduring white, red, and black visual identity.

  Source
• 1934Green Ball

  United States

  Edward Bernays promoted green as a fashionable color through a high-society event and related publicity after the company rejected a package-color change.

  Outcome. Helped defend the green-and-red package and turned a packaging problem into a fashion story.

  Source
• 1928Amelia Earhart aviation endorsement

  United States

  Advertising used Amelia Earhart's public profile and claimed association with her transatlantic flight.

  Outcome. Connected Lucky Strike with aviation, adventure, and celebrity modernity.

  Source
• 1917It’s Toasted

  United States

  The campaign made tobacco toasting the central product-quality message and became one of the most durable phrases in Lucky Strike advertising.

  Outcome. Established the brand's signature manufacturing claim.

  Source

• 2020

  Reintroduce filtered products in the United StatesProduct launch

  Background

  Earlier full-flavor, light, and menthol filtered products had been removed from the North American range.

  Action taken

  Filtered full-flavor, light, and menthol Lucky Strike cigarettes were reintroduced to the U.S. market.

  Aftermath

  The move restored a broader U.S. product presence, although the brand remained smaller than its mid-century position.

  Source

• 2006

  Discontinue several North American varietiesStrategy

  Background

  Lucky Strike's North American product range had a relatively small smoker base and faced changing market conditions.

  Action taken

  The full-flavored and light filtered varieties were discontinued in North America, while international support continued in BAT-controlled territories.

  Aftermath

  Selected filtered and menthol products later returned to the U.S. market in 2020.

  Source

• 1942

  Replace the green pack with a white packStrategy

  Background

  The company cited wartime material constraints, while packaging research also indicated commercial advantages in changing the color.

  Action taken

  Raymond Loewy redesigned the package, retained the bullseye, and displayed it on both sides.

  Aftermath

  The redesign became a defining element of Lucky Strike's visual heritage.

  Source

1. 1Lucky Strikeen.wikipedia.org