Lucky Strike cigarettes are toast. These are the words of Don Draper in the film Mad Men, when he devises an ingenious campaign for Lucky Strike. The Lucky Strike Company was faced with the fact that advertising forbade associating cigarettes with health. Several slogans were proposed to Lucky Strike. But none met management’s aspirations.
At the last moment, Don had an inspiration. Lucky Strike means “to roast” or “to brown”. But the fact is, tobacco is burnished by all tobacco companies. It’s a manufacturing process, but Lucky Strike was the first to inform consumers.
A unique selling proposition (USP) is what makes your product or service special and sets you apart from your competitors. Finding and defining the USP of your product or service can play an important role in the success of your business.
One way to find your USP is to analyze your competitors. What do they offer? What features and benefits do they promote? Then find the unique features of your product or service that set you apart from your competitors.
It’s also worth thinking about what additional benefits you can offer your customers. These could be free delivery, unique product design, personalized customer service or many other factors.
The advertising campaign for Lucky Strike cigarettes in the 1930s is an example of a well-thought-out UTP. It used the expression “for the dear lady” and presented its cigarettes as a “product for women”. This was a totally new approach to tobacco marketing, which immediately stood out from other brands.
What are Lucky Strike cigarettes?
The quality and presence of the cigarettes are evident when the product is cut. Lucky Strike cigarettes contain whole leaves derived from the plant, tightly and evenly packed in paper capsules. Cigarette paper is also specially selected, thin and impregnated with a special composition that enhances tobacco smoking and does not interfere with taste sensation. Manufacturers strictly adhere to a stable quality/price ratio, constantly improving their production techniques and developing new types of cigarettes in response to consumer demand. The composition of Lucky Strike cigarettes with two capsules is 7 tar and 0.6 nicotine. The cigarette is equipped with two capsules that can modify the tobacco flavor according to the order of use. This new type of tobacco is highly universal, as fans of traditional tobacco flavors can smoke it without crushing the capsule. The presence of the capsule in the filter does not make it difficult to inhale the smoke.