Business: Precedent Broken

"Lucky Strikes! A flood of reminiscences sweeps across my mind. I heard first of this fine cigaret many years ago in San Francisco where my sons and thousands of soldiers were confined in an Army Hospital. I recall The American Tobacco Company's generosity in giving thousands of cigarets to the wounded boys and how delighted they were in smoking them. I recommend Lucky Strikes because they are kind to my throat."

ERNESTINE SCHUMANN HEINK

By printing this testimonial beside a picture of Singer Schumann Heink and stating unequivocally: "When smoking, she prefers Lucky Strikes...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!