Judge, 1918-03-02 · page 2 of 36
Judge — March 2, 1918 — page 2: what you’re looking at
What you’re looking at
This is **not a satirical cartoon** but rather a **straightforward cigarette advertisement** for Lucky Strike brand cigarettes, published in *Judge* magazine (likely 1917-1918, based on internal dating). The ad celebrates Lucky Strike's massive sales success—15 million cigarettes daily by late 1917, just months after launch in January 1917. The key marketing claim is that cigarettes are "toasted," differentiating them from competitors. The imagery shows the product and includes a hand offering a toasted element, reinforcing the "It's toasted" slogan. The American Tobacco Company guarantees the product. By modern standards, this represents pre-regulation tobacco advertising that made health/quality claims without scientific basis. The rapid growth cited reflects early 20th-century cigarette marketing's effectiveness before health warnings existed.
📄 Transcribed text from this page (OCR, searchable)
Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.
15,000,000 LUCKY STRIKE CIGARETTES A DAY —AND GROWING! HE LUCKY STRIKE Cigarette has made the biggest success in the history of the cigarette business. Every day we are producing 15,000,000 LUCKY STRIKE Cigarettes, in order to satisfy the smokers of the real Burley cigarette In January, 1917, the LUCKY STRIKE Cigarette was started; and in December, 1917, we made 375 million! This extraordinary growth is the record in the cigarette business. No other cigarette has ever reached such a sale in an equal length of time. 375,000,000 LUCKY STRIKE Cigarettes a month! If you want to picture that, it means 15,000 miles of LUCKY STRIKE Cigarettes— from New York to China, the long way around. Such a remarkable success in one year proves that smokers wanted the real Burley cigarette; that they wanted LUCKY STRIKE. And they like it because “it’s toasted.” If you've never tried the LUCKY STRIKE Cigarette you will have a real pleasure—the toasted flavor. Think of a slice of hot buttered toast—delicious! Toasting has made LUCKY STRIKE famous. There has never been a success like LUCKY RIKE in the hi f ci making. If your dealer does not STRIK the history of cigarette If your desler dose ney fora carton of 12 pack- ues to The American Tobacco Co., N.Y. City ° Guaranteed by _ INGCORPOR comicbooks.com