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The campaign featured rugged, still men with dusty faces, staring across wide desert plains or wrestling cattle under the open sky

As Wagner writes: A new package was designed, with its famous bulls-eye in the center, and a sales campaign devised around the slogan Lucky Strike, Its Toasted. That idea came to [American Tobacco president Percival] Hill when a vice president in charge of manufacturing remarked that the amount of heat used in making cigarettes was equivalent to cooking

Tobacco use remains the leading cause of preventable death in the U.S., with over 7,850 Wisconsin residents dying each year

Archived from the original on 24 October 2011