It's toasted

When Don Draper 'invented' a legendary slogan for Lucky Strike.

In the pilot episode of Mad Men, set in 1960, we see Don Draper (played by Jon Hamm) in a meeting with the Lucky Strike clients.

He extracts a seemingly mundane ‘killer’ fact and turns it into advertising history.

Only…the “It’s Toasted” campaign for Lucky Strike was actually created much earlier than that Mad Men episode would have you believe.

It debuted in 1917.

“It’s Toasted” was the foundational slogan for the entire Lucky Strike brand, originally created to explain the brand’s unique manufacturing process - heating the tobacco rather than sun-drying it, which was claimed to improve flavour and “protect” the throat.

So now you know.

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