The first thing the company did almost two years ago was to determine if people remembered Lucky. Indeed, a key reason why American Tobacco, a unit of American Brands, thinks the new Lucky will be a hit is because the name still rings a lot of bells. ''It's one of the few new brands that have taken off in a while,'' said John Schiro, division general manager of ARA Services, a Binghampton vendor. John Maxwell, an analyst with Lehman Brothers, reckons that viability in the frenzied cigarette industry, congested with some 200 brands, seems to begin at half a percent, which roughly translates into manufacturer revenues of $65 million. Hays, the new brand has captured more than half a percent of the market in many cities and a full percent in some. Billboards are steadily cropping up across the nation heralding the rebirth: ''Lucky Strikes Again.''Īccording to Mr. In the world of consumer marketing, however, it is believed that a good name ought never die, and so the American Tobacco Company, which makes Lucky Strike, is betting what it calls ''big bucks'' that it can bring the magic back with a new low-tar filtered rendition. Strangled by filter products, the cigarette that in 1931 controlled 39 percent of the market now clings tenuously to a dwindling eight-tenths of 1 percent. A chart of its market share over the last three decades would show a line heading straight down. ![]() ''Lucky Strike Means Fine Tobacco.''īy now, Lucky Strike has sold more than a trillion ''sticks,'' but like an aging movie star whose best roles are only memories, the brand faded from the limelight decades ago. Who can forget its sponsorship of ''Your Hit Parade,'' or that catchy string of letters - L.S./M.F.T. For people now in their 20's and 30's, this was often the brand their fathers and mothers smoked. With great hoopla, it made the big move over ''The Hump,'' as its nemesis, Camel, was known, during the 1930's. It was the best-selling cigarette in America.
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