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Right under the brand name Lucky Strike, it says "it's toasted." Any idea what that means?

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Lucky Strike - It's toasted!

As this excellent advertising poster from 1917 explains, Lucky Strike tobacco is toasted to hold its flavour - as opposed to the sun-drying method, which supposedly doesn't allow the tobacco to retain its flavour so well. As to exactly what the toasting process consists of, I have no idea, and as far as I can tell it's a closely-guarded secret!

A little more information about the slogan "It's toasted" as an advertising campaign can be found here.

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  • The little note in the lower right corner says "Our men will demonstrate to you how the tobacco is toasted - at many stores", so we just have to find out which ones (;
    – K.A.Monica
    Commented Jan 18, 2018 at 0:03

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