Lucky Strike

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Lucky Strike
Brand logos
New logo since 2013 New logo since 2013
Historical logo Historical logo
Claim : Lucky Strike. Then nothing.
Really. Luckies
Ingredients of a cigarette
Lucky Strike Original Red
Condensate / tar : 10 mg
Nicotine : 0.8 mg
Carbon monoxide : 10 mg
Carbon monoxide: 8 mg
Lucky Strike Authentic Red
Condensate / tar: 10 mg
Nicotine: 0.9 mg
Carbon monoxide: 10 mg
Lucky Strike Authentic Blue
Condensate / tar: 6 mg
Nicotine: 0.5 mg
Carbon monoxide: 7 mg
As of 2020. The information applies to the cigarettes available on the German market and are average values.
Historic Lucky Strike box

Lucky Strike is the brand name of a type of cigarette made by British American Tobacco (BAT), the world's second largest tobacco company. In the United States, cigarettes have been sold under this name since 1917. For Germany, the filterless Lucky Strike, known from the occupation, have been produced by BAT since 1960; the Lucky Strike Filters were introduced in 1989. In 2005 the brand achieved a total market share of 5.6%. The smoke of a Lucky Strike Original Red cigarette contains an average of 10 mg tar , 0.8 mg nicotine and 10 mg carbon monoxide .

History of the brand name

Literally translated, Lucky Strike means "lucky hit". Initially, this name stood for a chewing tobacco made by RA Patterson from Richmond , Virginia (USA). A hammer raised into the sky was depicted on the package as a symbol of the discovery of a gold digger, a lucky strike. The brand name has existed as a registered trademark since 1871 . This is the name under which filterless, prefabricated cigarettes were introduced in 1916, which achieved an eleven percent market share within a year and topped the US market in the 1930s with around 40 percent. Due to its high market share, Lucky Strike was considered a synonym for the black market and cigarette currency in Germany immediately after 1945 , as a generic term for American cigarettes, although there were also other brands.


The Lucky Strike product family is divided into the two lines Original (with additions) and Authentic (without additions). The expanded terms red , blue , silver and amber are intended to describe the nicotine content and the taste of the cigarettes. However, these are subject to regular changes in the range and are therefore not consistent.

The information applies to the cigarettes currently available on the German market and are average values ​​(as of 2020).
Surname introduction tar nicotine Carbon monoxide former names
Lucky Strike Original Red 10 mg 0.8 mg 10 mg Red
Lucky Strike Flow Filter Amber 2015 6 mg 0.6 mg 8 mg Flow filter gold
Lucky Strike Authentic Red 2010 10 mg 0.9 mg 10 mg Straight Red
Lucky Strike Authentic Blue 2010 6 mg 0.5 mg 7 mg Straight blue
Lucky Strike Silver 2017 10 mg 0.7 mg 10 mg Ice Silver

Lucky Strike without additives

In 2010, the “Lucky Strike Straight” was introduced in Germany, cigarettes without additives, which were available in the variants Straight Red (full-flavored), Straight Blue (mild), Straight Dark (strong) and Straight Bright . In 2020 the product range was changed and the name was changed to "Lucky Strike Authentic". Authentic Blue and Authentic Red are currently available in this version , while Dark and Bright have been removed from the product portfolio for the time being.

Lucky Strike Convertibles

The Lucky Strike varieties originally marketed as convertibles with additional aroma capsules in the filter are not available in Germany. The first such products had a menthol capsule that could be opened by pressing the filter and were launched in 2009 as Lucky Strike Click & Roll . In 2014, with the Lucky Strike Double Click, several new varieties followed with two different aroma capsules that can be activated separately. However, according to a ruling by the Braunschweig Administrative Court, these may not be sold on the German market.

Package design

With the beginning of the Second World War , the then green packaging became too expensive for the manufacturer: Since the US Army needed green paint in large quantities, their demand drove the paint price up. However, it is claimed that this was just a pretext and that the company wanted to attract women as customers with the new design. The box was relaunched and in 1940 received the well-known design by Raymond Loewy , who also adopted the design for the 10, 12 and 26-ounce versions of the Coca-Cola bottle designed in 1916, introduced in 1955. The Indian head was chief Wahunsonacock (born in the 16th century), who sold land to tobacco growers. His daughter was the better known Pocahontas . The slogan It's toasted describes the manufacturing process.

"LS / MFT" on the package means Lucky Strike Means Fine Tobacco .

Due to the prohibition decided in the first decade of the 21st century in Germany to use "glossing over or misleading as healthy" terms in the name of tobacco products, Lucky Strike - like other tobacco brands - used different colors instead of the previous names such as "Light" so that the name "Lucky Strike Red" was born. The name was later changed from "Lucky Strike Red" to "Lucky Strike Original Red".

The packaging design is currently simple: the "Lucky Strike" lettering on a red, green or blue background, with three circles, all on a completely white box. Occasionally, for marketing purposes, special editions such as the “Lucky Times Edition”, the “Black Edition”, the “White Edition”, the “Icon Edition”, the “Beat Edition” or the “Neon Edition” are released with a different design brought to market, often accompanied by extensive poster advertising.

Advertising - Marketing

The advertising of Lucky Strike is generally kept simple. Mostly the same background is used and only the cigarette pack that can be recognized in the picture is changed. Lucky Strike's advertising professionals have received many awards for their advertising achievements.

“Loewy's redesign for the Lucky Strike pack is a prime example of the redesign. The changed white basic color makes the package and contents appear clean, the contrast to the colors red and black emphasizes the emblem more clearly. The typography also gives the new appearance more clarity. The symmetry of the front and back is not only good design, it also advertises the brand twice. The Lucky Strike pack with double branded disc is one of the most efficient inventions in product advertising. "

- Gerstenberg's 50 Classics Design of the 20th Century, Gerstenberg Verlag, ISBN 3-8067-2523-3

United States

Lucky Strike was the first (cigarette) company in 1927 to use well-known women for their advertising. In 1928, Lucky Strike was advertised as a candy substitute: "Reach for a Lucky instead of a sweet." At the 1929 Easter parade in New York City, ten women were hired to win a Lucky Strike as "torches of freedom" (German: "Torches of the." Freedom "). Tobacco smoking should also be made palatable to women in order to open up new consumer groups for the manufacturer. In time, this coincided with an emancipatory spirit of optimism among women.


BAT launched an extensive advertising campaign for its Lucky Strike brand in Germany in 1989 that is still being used today. Since cigarette advertising is banned in Germany on radio, TV and the Internet, the campaign focuses on posters and print media: The box itself is the main actor; a short story (one word to one sentence) forms the headline. The contents are varied endlessly within this framework. The punch lines are often based on current events.

After a major Raymond Loewy exhibition in Berlin in 1990, which was sponsored by the Lucky Strike cigarette brand from BAT-Cigaretten GmbH, the Raymond Loewy Foundation came into being in Germany . Its aim is to remember the life and work of the designer Raymond Loewy and to give design the status it deserves in the public eye. Similar foundations were later established in other countries. The Raymond Loewy Foundation serves the BAT Group as an integral part of the brand and PR strategy of "Lucky Strike".

The group has called some public figures on the scene with provocative advertising in Germany. Ernst August von Hannover and Dieter Bohlen sued the group.


In order to escape the increasingly restrictive advertising restrictions, the general trend in cigarette marketing is to separate brand names and logos from cigarettes and tobacco smoking and to assign them to other harmless products and services (such as travel). There was an online shop under the name Lucky Strike, in which only products unrelated to tobacco smoking were sold. The shop was owned by Lucky Strike Originals GmbH in Hamburg, a subsidiary of British American Tobacco.

“... Europe remains an important target market for the tobacco industry. There are countless examples of cunning marketing. British American Tobacco (BAT) opened a chain of tobacco shops in Amsterdam called "Lucky Strike", which focus on the 18-25 year olds market segment. In addition to tobacco products and supplies, the stores also sell magazines, newspapers, beverages, and edibles. There is also a relaxation area with music and free coffee. If the Amsterdam businesses are successful, the concept will be expanded internationally. ... "

- Gro Harlem Brundtland , Director General of the World Health Organization (2002)

See also


  • Thomas Schaefer: Lucky Strike - Die Werbung , sentence work, 2004, ISBN 3-930333-44-9 .
  • Gerstenberg's 50 Classics - Design of the 20th Century , Gerstenberg Verlag, ISBN 3-8067-2523-3

Web links

Commons : Lucky Strike (cigarettes)  - collection of pictures, videos and audio files

Individual evidence

  1. Lucky Strike packaging revolution , Design Diary, accessed on March 16, 2014
  2. "Lucky Strike. Otherwise nothing. ”Image , KNSK advertising agency
  3. "Lucky Strike starts new campaign" , Design Diary
  4. a b Package information, read on June 22, 2020.
  5. Tabakatlas 2009, Tobacco Companies (.pdf) ( Memento from June 13, 2010 in the Internet Archive )
  6. BMELV: Tobacco additives in cigarettes. Archived from the original on March 2, 2014 ; accessed on March 16, 2014 .
  8. Aktiv Rauchfrei - Selling cigarettes with aroma capsules is illegal in Germany. Retrieved June 19, 2019 .
  9. Bohlen is suing Germany. , April 27, 2012, archived from the original on April 30, 2012 ; Retrieved April 28, 2012 .