The weekly radio show capitalized on the tobacco auction theme and each ended with the signature phrase "Sold, American.

"[9] In 1934, Edward Bernays was asked to deal with women's apparent reluctance to buy Lucky Strikes because their green and red package clashed with standard female fashions.

[10] The centerpiece of his efforts was the Green Ball, a social event at the Waldorf Astoria, hosted by Narcissa Cox Vanderlip.

[9] In 1937–1938, American Tobacco paid $130,000 (US$3.2 million in 2019) to 16 Hollywood actors and actresses for their endorsement of Lucky Strike.

[14] Famed industrial designer Raymond Loewy was challenged by company president George Washington Hill to improve the existing green and red package with a $50,000 bet.

He also placed the Lucky Strike target logo on both sides of the package, a move that increased both visibility and sales.

[16] Lucky Strike was one of the brands included in the C-rations provided to American troops during World War II.

Each C-ration of the time included nine cigarettes of varying brands, because military leaders believed tobacco was essential to the morale of soldiers.

The other cigarette brands included in the C-rations were Camel, Chelsea, Chesterfield, Craven "A"-Brand, Old Gold, Philip Morris, Player's, Raleigh, and Wings.

[17] The practice of including cigarettes in field rations continued through the Korean and Vietnam Wars, ending in 1976 with the growing evidence that linked smoking to various health problems.

However, Lucky Strike continued to have marketing and distribution support in territories controlled by British American Tobacco (BAT) as a global brand.

Additionally, R. J. Reynolds continues to market the original, non-filtered Lucky Strikes in the United States.

The television series Mad Men, which featured Lucky Strike as a major client of the advertising firm Sterling Cooper and the cigarette of choice of Don Draper, was credited with inspiring the massive jump in sales.

American motorcycle racer Kevin Schwantz became the 1993 world champion riding the Lucky Strike-sponsored Suzuki RGV500, with riders including Doug Chandler, Alex Barros and Daryl Beattie taking various podiums and wins on the Lucky Strike Suzuki as well.

[28][29][30][31][32] In 1996, Brown & Williamson, the makers of Lucky Strike, were ordered to pay $750,000 to a Florida resident who had developed lung cancer after having smoked cigarettes for 44 years.

[35] In 1998, Brown & Williamson again found liable to pay $950,000 in damages to the relatives of a Florida resident who had died from lung cancer.

[36] "Lucky Strike" was the name of one of a number of temporary U.S. Army "Tent cities" known as Cigarette Camps situated around the French port of Le Havre following its capture in the wake of the Allied Normandy landings in mid-1944.