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Since 1917, the slogan Its Toasted has appeared in Lucky Strikes advertising campaigns and was used to explain the brands advantage over competitors cigarettes, as the tobacco was supposedly toasted rather than dried during production, which allowed it to retain its flavor and aroma
Other advertisements and photographs appeared around the same time, many of which were ushered along by a burgeoning tobacco industry that saw women as an untapped market with great potential
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The campaign, which began airing nationwide in March 2008, includes television, radio, online, and out-of-home advertising