Plant Based

In the 1940s, Lucky Strike stripped their iconic green packaging to white in an advertising campaign stating “Lucky Strike Green has gone to war”, claiming the copper-containing color was better suited to aid the war efforts. Lucky Strike soon became one of the best selling cigarette brands with their sales skyrocketing 40%. In actuality, the packaging change would have happened with or without the war, but Lucky Strike’s marketing team saw a perfect opportunity to capitalize on the jingoistic United States. As the 1940s was filled with appeals to patriotism, the 2020s is flooded with companies capitalizing off re-invigorated environmental awareness and vapidly health conscious Americans. In a project that required remixing two objects into a 3D object, I combined a recycling bin with a pack of cigarettes, offering Lucky Strike a new advertising campaign: “The Plant Based Alternative to Vaping”.