Īdvertising photo for Lucky Strike by Nickolas Muray, 1936 Before the ball had actually taken place, newspapers and magazines (encouraged in various ways by Bernays's office) had latched on to the idea that green was all the rage. Intellectuals were enlisted to give highbrow talks on the theme of green. Manufacturers and retailers of clothing and accessories were advised of the excitement growing around the color green. Famous society women would attend wearing green dresses.
The pretext for the ball and its unnamed underwriter was that proceeds would go to charity. The centerpiece of his efforts was the Green Ball, a social event at the Waldorf Astoria, hosted by Narcissa Cox Vanderlip. Bernays then endeavored to make green a fashionable color. When Bernays suggested changing the package to a neutral color, George Washington Hill, head of the American Tobacco Company, refused, saying that he had already spent millions advertising the package. 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. The shows capitalized on the tobacco auction theme and each ended with the signature phrase "Sold, American". The weekly radio show's countdown catapulted the brand's success, remaining popular for 25 years. In 1935, ATC began to sponsor Your Hit Parade, featuring North Carolina tobacco auctioneer Lee Aubrey "Speed" Riggs (later, another tobacco auctioneer from Lexington, Kentucky, F.E. Rolfe and his Lucky Strike Orchestra" for Edison Records.
Rolfe was performing on radio and recording as "B.A. By 1928, the bandleader and vaudeville producer B. Lucky Strike's association with radio music programs began during the 1920s on NBC. Lucky Strike factories in Durham, NC, pictured in 2014
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