Lasker argued that rather than maintaining many modestly successful small brands, the company needed to create one overwhelmingly powerful product that could compete with Camels and Chesterfields. These other cigarettes and other products were a different type of goods. Instead of spending a little money and a moderate amount of money on each of these fifty products, milk them all.
Take what you spend on them and the milking of their profits and put it in a big push behind Luckies. The copy stressed the unique benefits of toasting, including improved flavor and reduced acidity, supposedly making it easier on the throat. This new campaign argued that, in addition to making cigarettes easier on the throat, the vaunted toasting process actually helped protect the throat and voice. One thing that distinguished "Precious Voice" was its target audience. At that time, the social stigma against women smoking was still powerful.
Although Philip Morris had introduced the first women's cigarette in claiming that it was "mild as May" , few women smoked openly, and most restaurants and other public places prohibited smoking by women.
But women were beginning to smoke in the home, and Lasker realized that a vast new market was ready to open up. These products are not risk free and are addictive. Our progress and performance Today, Our Strategic Portfolio With the addition of leading brands in the U.
Using science to increase our understanding World-class science. External links Reynolds American Inc. Harm Reduction Report. Our products. Marketing our products responsibly. Youth access prevention. Working with retailers. Our global partnership with McLaren. Register Don't have an account? Lucky Strike. View source. History Talk 0. Do you like this video? Play Sound.
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