The pack art featured a veiled woman, the Turkish crescent moon with stars, and the Maltese cross, the symbol of the Ottoman empire.

First, the Turkish fad fell victim to politics as the alliances of World War I made the East seem less mysterious than treacherous to Americans.

Over time, the brand's old-fashioned image caused it to lose market share from the mid-1950s onward [citation needed] and L&M eventually phased it out by around 1980.

[17][18][19] From 1917 to 1919, the Frank Seaman Agency created Fatima advertising aimed at an educated, prosperous consumer who read publications as Town and Country.

Ads, tagged "Distinctively individual", claimed that Fatima cigarettes were always appropriate after an elegant meal or a fashionable evening on the town, and they were available for 15¢ for a package of 20.

Like its rivals, Liggett offered premiums to purchasers of Fatima, a strategy intended to attract smokers of all classes rather than just the sophisticates represented in its print ads.

The creator and star of Dragnet, Jack Webb, voiced a number of on-air pitches for the brand and appeared in print advertising as well.