Stafford Duncan, the art director of the McCann Erickson advertising agency in San Francisco, also won the Altman Prize of the National Academy of Design. The original label for Lucky Lager has seen many changes. The large red cross was made less prominent in the 1950s, but it remained on the labels and on advertising. The label was redesigned and the cross was again made smaller in 1962, although it was still the design's focus. A subsequent design in the late 60s got rid of the cross entirely and replaced it with a large cursive "L". With the rise of premium beer, led by Coors and Millers, Lucky Lager changed the logo in an attempt to maintain itself relevant in the beer market. With the subsequent decline and end of Lucky Lager in the US, the beer continues to operate with an ever-changing identity under the control of Labatt, owners of the brand rights in Canada. Advertising Original branding The original advertising for the Lucky Lager brand centered on the large X emblem present on packaging and other marketing material, including the "Bonded Beer" slogan and age-dated beer canning. Lucky Lager was the first beer to include the date the beer was brewed on the can. This remained a central tenet of its advertising through the middle 1960s One of the more unusual promotions was the "Talking Package". It was a robot made of Lucky Beer containers: its body was a beer barrel, the neck, arms and legs were made of beer cans, and the head and feet were large bottles. One hand held a beer bottle as well. Inside was a microphone and a speaker. An operator hid nearby where he could see the people in front of the robot. Spectators could go up to the "talking package" and ask him questions about Lucky Lager and the Lucky robot would respond. "It’s Lucky when you live in..." During the early 1950s, one of the key brand slogans was "It's Lucky when you live in California." It was seen on many billboards throughout California. As its distribution area grew, it became "It's Lucky when you live in America". Labatt Brewing Company declared Cumberland, British Columbia to be the "Luckiest Town in Canada" in early 2002 due to its incredible rate of consumption. Partnerships, sponsorships, and endorsers Lucky Lager provided endorsements and advertising for the San Francisco Seals throughout the 1930s,