Because many consumers don’t know that the first Lucky Strike factory-made cigarettes were produced in 1916, Lucky Strike is perceived by some people in Germany as a fabrication of the 1980s. So the task was to highlight the brand’s historical roots. To achieve this, a brand world was created with a “historical” atmosphere. To come across as being more authentic, all advertising materials were painstakingly produced as “one-off” detail pieces. The language and tonality of other Lucky Strike campaigns were deliberately retained.

The launch of “1916” was supported by a networked cross-media campaign. All media referred to the website as the central response element. On the site, consumers could travel in a time machine back to 1916 and find out more about the brand’s long tradition. The cigarette pack also included details of the Lucky Strike hotline. Dialogue media played a central role in the media mix: - Pack inserts for Lucky Strike users to provide information on the background and availability in the run-up stage.- Internet presence for a limited time only in the form of a “time machine”, as a central platform to communication-depth information.- Lavishly designed folder to inform, integrate and motivate retail partners and field staff.