Word: sweets
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Dates: during 1930-1939
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American Tobacco Co. handles about one-third of the cigaret and smoking tobacco, about one-fourth of the plug tobacco sold in the U. S. Among its many familiar brands are Sweet Caporal, Pall Mall, Lucky Strike cigarets, Bull Durham and Half and Half smoking tobaccos. Sales last year totaled some $200,000,000. The advertising appropriation on Lucky Strikes alone was estimated at $12,300,000. As the largest fragment of Thomas Fortune Ryan's Tobacco Trust, which the government dissolved in 1911, American Tobacco Co. occupies in its field somewhat the position held by Standard...
...most repeated of all advertising slogans has been the Reach for a Lucky Instead of a Sweet slogan for American Tobacco Co.'s Lucky Strike cigarets. Begun in the fall of 1928, and continuing for a little less than a year, Reach for a Lucky was thoroughly pounded into the U. S. consciousness. From the standpoint of being read and remembered, the slogan was a sensational success and during the period of its appearance Lucky sales steadily rose...
Highly controversial, however, the Anti-Sweet campaign provoked fevered controversy. Candy men (through Candy Weekly, a trade paper) compared the campaign to "a thief in the night," flayed the substitution of "a poisonous alkaloid" for "a nourishing food." Advertising men (through Advertising & Selling, a trade paper) discussed Good Testimonials v. Bad Testimonials, thought that Bad Testimonials were wrecking public confidence in advertising. Utah's Senator Reed Smoot (long interested in beet sugar & its tariff) said that there had not been such an orgy of buncombe since public opinion rose in its might and smote the drug traffic. He proposed...
...September 1929, the Anti-Sweet campaign was succeeded by a series built around the line An Ancient Prejudice Has Been Removed. The ancient prejudice was the idea that cigarets were bad for the throat; the removal had been accomplished by Lucky Strike's special process -toasting. Recently and currently, however, Luckies have gone back to a more moderate treatment of the slenderness theme, but now are anti-fat rather than anti-sweet. Current Lucky advertisements, illustrated with pictures of single-chinned people throwing double-chinned shadows, urge readers to "Avoid That Future Shadow" by refraining from overindulgence. Copy says...
Corporation presidents do not usually conceive their companies' advertising campaigns, but no usual president is George Washington Hill of American Tobacco. The Reach for a Lucky idea came to him, he says, when he chanced to see a stout woman eating a sweet while next to her was a slender girl smoking a cigaret. During the height of the anti-sweet controversy he maintained that his campaign was really helping candy sales by focussing so many millions of minds on the subject of candy. Energetic, strong minded, Mr. Hill personally supervises many branches of his business, even to passing...