Up until 1942 the Lucky Strike package was actually green. But when market research showed that brand's popularity among male smokers is decreasing and women-smokers don't like the green color at all, it was decided to change it into white.
To publicly announce this innovation, a new ad campaign was launched with a slogan "Lucky Strike Green Has Gone to War". The reason for this change was saving the copper used in the green paint for war efforts, the real reason for it – re-branding.
Ceasing this opportunity, Lucky Strike manufacturer increased the sales by 40% reaping the benefits of increased sense of patriotism during the World War II.
The only thing that hasn't changed over the years was the red background circle, the "bull's-eye", behind the brand's name.
Go Lucky!
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